Activision · 2010
Call of Duty: There's a Soldier in All of Us
Art Director · US / Global
Call of Duty was boxed in as a game for one narrow type of player. The way out was a human truth: the competitive instinct isn't limited to gamers. With "There's a Soldier in All of Us," Black Ops launched to $360M in its first 24 hours.
Problem
Despite massive scale, Call of Duty was culturally boxed in as a game for one narrow type of player. Growth required breaking the stigma.
Solution
One human truth: the competitive, tactical instinct isn't limited to gamers. Doctors, coworkers, athletes, and public figures revealing their inner soldier: 'There's a Soldier in All of Us.'
Results
$360M in 24 hours at launch: surpassing Modern Warfare 2 and Avatar as the biggest entertainment launch of all time: and a permanently expanded cultural footprint.
01: There's a soldier in all of us
The franchise reframed from a gamer stereotype into a universal instinct.
