CALL OF DUTY: WARZONE

Operation: get people who don’t play WARZONE talking about WARZONE. Warzone players swear 484 times an hour or eight times a minute. And when it comes to Warzone s#!t talking, one word reigns supreme. Players are full of s#!t. How could we get the parents of kids playing WARZONE to feel good about all those hours spent in their rooms swearing? For starters, we could apologize to Moms for teaching their children to swear. We’ll apologize to moms in the NYTimes and announce our Mother’s Day campaign where we build a digital swear jar on Twitch. For every swear detected ACTIVISION will donate a dollar to Help a Mother Out, a non-profit that gives diapers to women in need. Turning all those swears into good s#!t. Dropping bombs doesn’t have to upset your mother after all!

ROLE: Art Direction
Ted Masterson, Copywriter