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Asmodee Summer Campaign - OOH static assets & video ads

In short

We recently had the pleasure of partnering with Asmodee and our friends at Generation Media on an exciting summer travel games-themed campaign. The company is a leader in the tabletop gaming world and is responsible for distributing a wide range of beloved board games, including Dobble, CATAN and Ticket to Ride. This project saw us create static images for out-of-home (OOH) placement and videos for an accompanying social media campaign.

Deliverables

Static assets for OOH

Video ads for social media platforms

Copywriting

Concept development

With summer approaching, the Asmodee team were keen to run a campaign showcasing their product range. They wanted to portray the games as ideal companions on any holiday.

They were particularly interested in targeting parents looking for ways to entertain their children while they were away.

We brainstormed and came up with a few concepts. One idea was to show the games as superheroes, here to save the family summer.

Another was to use mock Tripadvisor reviews by people who had a terrible holiday that was only enjoyable because of an Asmodee game.

Ultimately, we settled on a Polaroid concept that parents would instantly recognise, associate with holidays and remember fondly from their childhoods.

Shake it

The strategy behind our Polaroid concept was to show Asmodee’s games in a holiday setting, being enjoyed by families.

Each picture also featured a written caption with sentences like “fun day at the beach.” This helped depict the Polaroids as authentic family memories and reinforced the holiday messaging.

We took stock photography and added the various Asmodee games into the scenes, ensuring the images looked natural and convincing.

Finally, we added effects like water droplets and items from the games to make the images more visually appealing and to hold the viewer’s attention.

Fun in the sun

Copywriting was a key element of this project. The Asmodee team wanted a tagline for the campaign, something playful that also played into the trope of going on holiday and being unlucky with the weather.

We ran an internal copywriting workshop and devised a list of options, but ultimately, the winning line was “Sun? Maybe. Fun? Guaranteed!”

This line ticked a lot of boxes. It was fun and slightly cheeky and played with the typically British notion of having a holiday affected by bad weather.

Importantly, it also framed Asmodee’s games as reliable holiday essentials that can make any family trip fun, even if you end up stuck in your hotel room.

Out and about

To reach parents about to go on holiday, the Asmodee team planned to run this campaign on posters and billboards at key travel points, including Streatham Common and Clapham Junction train stations.

Places of travel are, naturally, very busy. Advertising in these areas must stand out in a sea of competing adverts and other distractions, all vying for traveller attention.

To ensure our creative hit the mark, we used bright, vibrant colours that would demand and hold the target audience's attention.

We chose colours that complemented each of the games shown, resulting in appealing designs. Purple went alongside the yellow of Bananagrams, orange alongside Dobble’s iconic yellow and purple.

Video ads

In addition to the OOH placements, Asmodee planned to run a digital video campaign on social media platforms, including TikTok and Meta.

We retained the Polaroid concept, but the video format allowed us to take the idea one step further. We zoomed in and out of each photo using motion graphics to create a captivating and immersive experience.

To round off the package, we selected lively, upbeat music to complement the vivid colours and build excitement.

We optimised our videos to ensure peak performance on each social platform, and we supplied multiple versions with different ratios to meet each of their respective specifications.

What became known as the “Sun? Maybe. Fun? Guaranteed!” campaign was a huge hit, with the Asmodee team already planning a follow-up for summer 2025.