A unique advertising solution for a unique campaign: flashmobs are one of the main methods of spreading the message.
In a world where most people glance past billboards and skip digital ads, it's hard to ignore a video game character kicking off right in front of you. This series of flashmobs show the now-jobless characters attempting to market themselves. Enter an 'unsuspecting' actor carrying an offending board game, and slapstick antics ensue.
This campaign serves as a collaboration between Hasbro Gaming and video game companies, who've collaborated in the past to produce both board games and digital work.
The advertising campaign includes four well loved characters,all struggling with their new-found jobless situation, and being vocal in their frustration with board games. Not only do these gather attention of those around, but they make for great social media sharing.
These adverts are mostly aimed at adults in families who are more likely to engage with the idea of characters job-hunting, but older children can also understand the message and humour of board games taking pixel characters' jobs.
Job boards add to the humour of the situation.
A series of posters carry the message of the campaign further, juxtaposing the pixelated characters with their real world 'alternative income' now that board games have taken over the industry. These focus on the punchline of why the characters are in this situation.
Another channel for the campaign is through TV/video advertising, which allows for more storytelling and a longer build-up to the final reveal - that people now prefer games without the pixels. These could either be stylised as a real setting with animated characters, or completely animated.
An example of how an animated style could look, shown as a YouTube advert.
A final - and again unconventional - advertising channel is through LinkedIn. Not only are profiles created for the job-hunting characters, but they also voice their opinions on certain board games - conveniently linking viewers right to them...
References and Credits
POSTERS
Hasbro Gaming, 2012. Hasbro Gaming Logo. [Online] Available at: https://logos.
fandom.com/wiki/
Cardy, M., 2015. “Unscrupulous staff set claimants up to fail”: MPs attack the sanction culture at Jobcentres. [Online] Available at: https://www.newstatesman.com
Diamond, M., 2020. Oak and mahogany trees the root of hazardous sidewalks and rancorous neighborhood battles. [Online] Available at: https://eu.palmbeachpost.com
Ediriwira, A., 2016. This Japanese pensioner built an electricity pylon in his garden to improve the sound of hisrecords. [Online] Available at: https://thevinylfactory.com
Getty, 2021. Full list of 80 new DWP Jobcentres opening in next 12 months - check your area. [Online] Available at: https://www.mirror.co.uk/money
Monori, G., 2014. Graffiti bathroom. [Online] Available at: https://unsplash.com/photos
Scarff, O., 2009. Unemployment Rises to its Highest Level since 1995. [Online] Available at: https://www.gettyimages.co.uk
Shutterstock, 2018. Why are Britain’s jobcentres disappearing?. [Online] Available at: https://theconversation.com
Tomasso, P., 2018. The Jaywalker. [Online] Available at: https://unsplash.com/photos
GUERILLA ADVERTS
Bane Grimm, 2018. Punk Rock Mario. [Online] Available at https://www.yogomi.com
emperorshaokahn123, 2014. Sonic Boom cosplay 2014. [Online] Available at: https://www.deviantart.com
Michele, G., 2018. DIY PIKACHU COSTUME. [Online] Available at: https://ginamichele.com
Zelda.net, n.d. Link Cosplay. [Online] Available at: https://www.pinterest.co.uk
LINKEDIN
Hasbro Gaming, 2004. Operation Game. [Online] Available at: https://hasbrogaming.hasbro.com/
Hasbro Gaming, 2016. Cluedo. [Online] Available at: https://hasbrogaming.hasbro.com/
Hasbro Gaming, 2018. Hasbro Gaming Trivial Pursuit Family Edition. [Online] Available at: https://www.amazon.co.uk
Hasbro Gaming, 2019. Monopoly Speed Board Game For Kids Ages 8 and Up. [Online] Available at: https://hasbrogaming.hasbro.com