A Global Esports Brand Campaign
As the official PC partner of the Overwatch League, OMEN was driving a stake in the ground as a performance-focused esports brand. We were tasked with developing a global brand campaign that told the story of the newly founded league and the important role OMEN had within it.
The Audience
Overwatch’s team-based dynamic has bred a passionate community around it
In Overwatch, individual achievements don’t matter as much as the other competitive FPS out there. You’re only as good as the sum of your parts. Your team’s composition of DPS, Tanks, Healers, and Defensive roles are what counts when it comes to victory. This teamwork has come with it a passionate community that had more in common with League of Legends than Call of Duty.
The Insight
A transformation takes place when you play
The more we talked to Overwatch players, the more we saw a common thread: something happens when you take on that role for your team. From empathetic Healers to fire-y attach-focused DPS roles, the quietest people transform into larger-than-life versions of themselves.
Strategy
OMEN powers the passion coursing through the Overwatch community.
The Work
Dare to Awaken
Based on the idea that OMEN powered a passionate community of team players that transform when they play, we developed a global brand campaign that featured pros and streamers customized to each region (China, US, and Europe). Hundreds of digital assets were created for video and display advertising. Additionally, a paid social playbook was developed with assets that could work within a programmatic social campaign.
North America version. Featuring JAKE from Houston Outlaws and Overwatch Streamer FRAN.
Regional Cuts. Regional Talent.
EU version. Featuring BenBest from Paris Eternal and EU Overwatch Streamer Kragie.
China version. Featuring Diya from Shanghai Dragons and Chinese Overwatch Streamer Tutu.