Our best ideas
don’t wait for briefs,
we create them—
SO LET’S PLAY.
2023 New York Festivals Advertising Award Shortlist
Best Branded Content/Entertainment: Sponsorship Integration
Role: CD
#digital #social #gaming #video #character-design #3D #animation #influencer #sponsorship #merchandise
Opportunity
Gaming is more than play; it’s culture, conversation, and connection. With its legacy in content and community, Yahoo had the opportunity to do what it does best: bring people together around what they love. Let’s dip our purple toes into the wild world of online gaming and see what happens.
Who
Gamers on Twitch® and their communities.
How
Partner with an ace Valorant player in London (and ultimate teammate) to secure budget to build a scrappy team inside Yahoo that would subvert all corporate red-tape.
Our goal: launch a creator-first campaign that spoke the language of gaming culture.
There was no brief—only a belief that Yahoo could show up authentically in this space. We developed a campaign hypothesis and delivered with tact, creativity, and real connection. We kept the team small, handpicked streamers from across the globe, and operated with instinct and trust.
What started as a 3-month experiment turned into a year-long initiative—culminating in a shortlist at the New York Ad Festival for Best Sponsorship Integration campaign.
Results
Campaign Sizzle Video
True Collaboration
It was important for us to be respectful of each streamer’s individual brands, so we worked closely with each of them to understand their play-style, tone-of-voice, and community vibe.
Through these close partnerships, we “Yahooifyed” some of their existing assets, created custom chat commands, tailored skins, avatars, map covers, and social assets they were actually excited to use.
3D Character Sketches
and Final Design
Social FTW
Our reach didn’t stop at Twitch—we supplied our streamers with animated graphics, swag, and custom plushie animals the size of your Dad!
All in support of engaging with our streamers social followers, and generating that sweet, sweet internet buzz.
