For the release of WWE 2K19, Biborg collaborated with 2K Games to produce a suite of creative assets for the digital advertising campaign. WWE 2K is a series of sports simulation games based on the sport of professional wrestling, and features match types, storylines and playable characters from the WWE universe.

Unlike previous iterations of the game, where the promotional focus was on one main superstar, WWE 2K19 is the first game in the series to spotlight four superstar characters. For the pre-order phase, the idea was to introduce these characters, starting with AJ Styles and then continuing with the other stars of the release, Rey Mysterio, Ronda Rousey and Daniel Bryan. Along with the superstar announcements, Biborg also wanted to highlight and build awareness on the ‘‘Million Dollar Challenge’, a new competition inviting players to dominate the 2K Towers mode for a chance to play against AJ Styles at Wrestlemania next April.

Biborg was originally briefed by 2K Games on the pre-order announcement phase and following 2K’s expressed satisfaction on the creative provided, Biborg was commissioned to work on the launch campaign. Biborg created the visual treatments and led the campaign’s art direction as well as the production of the campaigns.

When it came time to the launch campaign which went live on the 9th of October, Biborg was given an open brief, and the recommendation was to elaborate on each superstar’s inspiring story, as they personified the campaign theme - NEVER SAY NEVER. These stars know what it means to keep going even when the odds are against you. The success stories of these stars helped create the context and backbone of the campaign.

Varied formats were created and produced for the digital display assets, everything from Instagram Stories, Facebook Canvas units, standard display formats, Homepage Takeovers, YouTube and Video Pre-roll units. The creative challenge was to find a way to give each superstar an equal amount of exposure using limited source assets.

The campaign was international and went live in the United States, United Kingdom, France, Germany, Spain, Italy, United Arab Emirates, The Benelux Union, Nordic countries, Australia and New Zealand.

Never say never. Show us what you’re made of.