INTEL GAMING – RETAIL & CHANNEL
DON'T PLAY GAMES, GET SERIOUS WITH THE BEST GAMING PERFORMANCE
Tasked to expand “Unleash Your Brilliance” to support retail and channel efforts, we created a campaign targeting entry-level gamers and those with an affinity towards esports. Our focus was to highlight Intel’s gaming heritage and leadership while speaking to those new to the world of gaming with high interest and limited tech knowledge.
Creative centered on a call for gamers to demand more from their gaming experience. Our strategy was rooted in knowing that audiences weren’t receptive to brands talking to them but would be receptive to brands talking with them. The imperative “Don’t Play Games” is thus designed to tap into their non-conformist mindset in a playful and unexpected way, challenging them to aspire higher in service of a superior gaming experience.