Working with one of the more light-hearted, whimsical titles from Blizzard Entertainment, we began to think of popular card-battler Hearthstone as more than just a game, but instead the most charming form of conflict resolution.
Together, we introduced a new tagline for the franchise—Hand to Hand Fun. Brought to life with an integrated campaign, we imagined everyday scenarios where colleagues, students and even complete strangers could find themselves in awkwardly comical disputes and then challenge one another to “take this inside,” a play on the familiar “wanna take this outside?” gag.
In these situations, taking it inside meant into the Hearthstone app on their readily handy phones.
Click to see banners in action.