‘We’re All Players’ in The Richards Group’s Latest for GameStop

By Erik Oster Comment

The Richards Group launched a fall campaign for GameStop, with the first two of four spots promoting six upcoming major releases, entitled “We’re All Players.”

In the trailer for Assassin’s Creed Syndicate, a GameStop employee begins a monologue inspired by the game before mock-assassinating a co-worker. Soon the entire store is on the action, punctuated by a temporarily awkward moment when an employee bumps into a customer, who decide to join in on the fun. Another spot promotes the upcoming release of Halo 5 by showing an obsessive fan camping outside the story awaiting its arrival. A GameStop employee informs him that all he has to do to get the promotional battle rifle is to pre-order the game and then refuses to share his donuts since “no one likes a camper.” Both spots emphasize the chain’s enthusiastic staff, who are portrayed as being every bit as obsessed with gaming as their customers, while simultaneously stoking excitement for new releases. Future ads will promote the releases of Call of Duty: Black Ops III, Rise of the Tomb Raider, Star Wars Battlefront, and Rainbow Six Siege. 

“GameStop offers a truly unique experience inside our stores, thanks to our enthusiastic staff of fellow gamers. Combine that with the best pre-order exclusives in the industry, and that’s what sets us apart,” said GameStop chief marketing officer Frank Hamlin. “The Richards Group understood this balance, and seized the opportunity to show our stores’ authentic personalities and passion for gaming, while still promoting our top titles this video game launch season.”

“For us, working with Frank was energizing and it allowed our team to delve deeper into the GameStop story and bring out its rich customer experience,” added The Richards Group principal Dave Kroencke.  “‘We’re All Players’ is a fantastic example of what can happen when you seize the opportunity with your clients instead of trying to maintain the status quo.”

Credits:

Assassin’s Creed Syndicate “Trailer” :30
Client: GameStop
Brand: GameStop
Campaign: We’re All Players
Agency: The Richards Group
Art Director: Andy Coulston
Copywriter: Chris Cannon
Creative Director: David Canright
Creative Director: Lynda Hodge
Agency Producer: Dan Calhoun
Production Company: Independent Media
Director: Danny Leiner
Director of Photography: Kramer Morgenthau
Music/Sound Design: N/A
Post Production: Charlie Uniform Tango
Editor: Jack Waldrip

Halo 5 “Camper” :30
Client: GameStop
Brand: GameStop
Campaign: We’re All Players
Agency: The Richards Group
Art Director: Rodrigo Maycotte
Copywriter: Joey Googe
Creative Director: David Canright
Creative Director: Lynda Hodge
Agency Producer: Dan Calhoun
Production Company: Independent Media
Director: Danny Leiner
Director of Photography: Kramer Morgenthau
Music/Sound Design: N/A
Post Production: Charlie Uniform Tango
Editor: Jack Waldrip

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