Call of Duty Design & Branding CALL OF DUTY: BLACK OPS | PACKAGING DESIGN by Petrol Communications

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Industry Video Games/Consoles, Games
Media Design & Branding
Market United States
Agency Petrol Communications
Released November 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: ACTIVISION
Product/Service: CALL OF DUTY: BLACK OPS
Agency: PETROL
Date of First Appearance: Nov 9 2010
Entrant Company: PETROL , Burbank, USA
Brand Team: Activision (Activision)
Media placement: Video Game Packaging - at retail and online - 9 November 2010

Describe the brief from the client
With 3 tours and counting, our Agency had been asked to answer another Call of Duty and create a new package for Black Ops that had the ability to capture a marketable emotion with the power to resonate globally.

Describe the challenges and key objectives
Activision looked to our Agency to go 0-60 in no time, continuing to position a war-themed game for mainstream America and abroad. The initial “call up” that began with PR Renders for domestic and international territories, turned into an elaborate visual exploration as our Agency sought to define this newest release for hardcore fans while evangelizing new ones. Rising up to this challenge, our Agency was tasked with bringing to life and marketing the changing nature of tactical warfare; being in dark places, doing dark things. It’s that contemplative quiet before the storm for what one is about to do.

Describe how you arrived at the final design
Our Agency created a visual that communicates and matches the style, impact and quiet confidence of things yet to come complicit in the storyline of war, and Black Ops. In breaking all packaging stereotypes by capturing this contemplative moment in time, in lieu of typical action poses, our Agency broke new ground establishing an iconic image. We brought the realism of the battlefield into all marketing communications by capturing this emotion into a single visual. Activision and Treyarch immediately saw its potential in driving buzz and consumer activation, as the mark used for packaging our Agency created, became the campaign.

Give some indication of how successful the outcome was in the market
Setting sell-through records delivering the biggest entertainment launch in marketing history; with a global presence, Call of Duty: Black Ops shattered launch-day (11/9/10) sales records pulling in $360 million worldwide within 24 hours. By comparison, Avatar earned $230 million at the global box office over the course of its opening weekend. After 5 days on shelves, Black Ops earned $650 million worldwide. 45 days in, 600 million hours logged in spanning 20 million players. Six weeks from launch, Black Ops hit $1 billion in global sales and set to assume the crown of top grossing video game of all time.