For the launch of Detroit: Become Human developed by Quantic Dream, a French based video game developer, Biborg and Sony Playstation created a digital online campaign for EMEA and FR territories in May 2018.

The title invites players to enter the near future metropolis of Detroit in 2038 - a city rejuvenated by the introduction of highly advanced androids that exist only to serve mankind. But that’s all about to change… Players can step into the shoes of three distinct android characters as this new world teeters on the brink of chaos. Your decisions dramatically alter how the game’s intense, branding narrative plays out. With thousands of choices and dozens of endings, how will you affect the future of Detroit?

The challenge for the campaign was to highlight the elaborated and emotional storyline through three distinct characters. As the game delivers engaging narrative experience driven by choices and intense moral dilemmas, Biborg wanted to show the audience that they can be in control of the game instead of being passive spectators.

The campaign idea was to portray the 3 main characters and their stories as well as twisting the creative by giving users the impression that they too can buy an android.

Biborg produced a digital online advertising campaign including rich media display units and social paid media formats. A cover on the free daily newspaper, 20 minutes was also created and was distributed to commuters. The newspaper was transformed into a Cyber news - Robot innovation journal giving the impression that we were living in the future.