Diablo Immortal: Summon Evil & Pre-Register Now | Clapboard Ad Archive

Diablo Immortal

Description

In 2022, Activision Blizzard launched a compelling integrated campaign in Brazil for the mobile game Diablo Immortal, developed by the ad agencies CP+B and Crispin Porter & Bogusky Brasil. Centered on the dark, diabolic themes of the game, the campaign invited gamers across Latin America to “visit hell and summon evil” through a highly interactive web app that detected and read pentagrams anywhere in the world using smartphone cameras. This innovative activation allowed players to engage in a ritualistic pre-registration experience, tapping into the game’s lore by scanning pentagrams to unlock an automatic download set for June 2nd. The timing of this call to action was deliberately synchronized with the devil’s number, giving users the chance to pre-order the game exactly 6 days, 6 hours, and 6 minutes before its official release. To amplify buzz and drive engagement, popular influencers such as Patife, Kalera, BRKsEDU, Lucky Salamander, Elded, and Boffe GP were enlisted to spark intrigue on social media by discussing pentagrams and the dark summoning ritual. The campaign also featured a digital film and the distribution of 666 unique posters via press kits and digital channels across Latin America, reinforcing the thematic impact and visual identity of the activation. The creative concept stemmed from the desire to make the game’s launch more immersive and memorable, transforming the pre-download process into a summoning ritual that aligned with the game’s hellish narrative and the universal symbolism of pentagrams. Collaborating with JNTO, CP+B developed the web app technology that enabled this seamless and eerie interaction, giving fans a unique way to connect with Diablo Immortal’s dark universe while securing early access through an inventive and culturally resonant communication strategy.

Credits

Client

Activision Blizzard, Blizzard

Agency

CP+B, CRISPIN PORTER & BOGUSKY BRASIL

Product

Diablo Immortal

Executive Creative Director

Marcos Medeiros e André Kassu

Creative Director

Luciana Cardoso, Mihail Aleksandrov e Luiz Paccillo, Kelson Diego

Creatives

Rafael Guth, Lucas Borba, Rafael Costa e Victor Souza

Art Director

Alan de Sá, Aline Fucs, Breno Ferreira, Danilo Carvalho, Danilo Limas, Débora Caprioli, Fellipy Santos, Henrique Soares, Laura Leal, Lucas Borba, Marina Tonon, Patricia Oliveira, Rafael Costa, Rafael Guth, Rhaissa Bueno, Ricardo Barros, Tiago Pinheiro, Marcos Medeiros e Mihail Aleksandrov.

Producer

Ana Paula Casagrande, Moema Porro e Roberta Acerbi, Carol Cherobim, Debora Lemes (Dérbiz), Ulisses Sant’Anna, Tiago Mendes, Leonardo Montenegro e Kelson Diego

Strategic Planner

Rafael Silva e Felipe Miari

Content

José Diniz, Marcela Calura, Gustavo Pires e Karolina Cardoso

Account Management

More like this

Meu Spotify - Spotify | Clapboard Ad Archive

Meu Spotify, Spotify’s 2022 campaign for the Brazilian market crafted by agency SOKO, redefines the streaming platform as a personal sanctuary for GenZ amid the relentless digital noise of social media overload. Rooted in GlobalWebIndex’s 2021 behavioral research, which underscores how excessive content consumption breeds distress and irritability among young audiences, the campaign positions Spotify not just as a music service but as a refuge where users actively shape their own sonic universes to counterbalance life’s pressures. By tapping into GenZ’s authentic listening habits, playlist curation, and cultural touchstones, Meu Spotify delivers a culturally grounded narrative that resonates deeply with the audience’s lived experiences—academic stress, romantic entanglements, and family dynamics—while celebrating the rhythmic diversity of Brazil’s youth scene through genres like carioca funk, trap, and k-pop. The campaign’s four animated films and accompanying posters employ vivid, symbolic storytelling that dramatizes internal struggles as external antagonists, such as in Alexandre Louvenaz’s sequence where a group of friends uses dance and music inside a video game to fend off a towering, corporate villain embodying societal constraints. This creative choice aligns with what Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit—where exaggerated visual metaphors illustrate Spotify’s role as an emotional anchor rather than simply highlighting product features. Collaborations with emerging global visual artists—including Juan Lage from Argentina, London-based duo Fa-Fon, Vince Ibay, and Alexandre Louvenaz—bring an international yet youthful artistic credibility that enhances the campaign’s relevance and visual impact within GenZ communities. Strategically, Meu Spotify integrates behavioral insight with culturally specific storytelling and animation to solidify Spotify’s standing as a platform that nurtures individuality and collective resilience in a fragmented digital landscape, marking a significant evolution in how media and entertainment brands engage younger consumers in Latin America. The campaign earns 71/100 in Clapboard’s global creative archive. Meu Spotify matters to the industry because it demonstrates how technology brands can transcend functional utility by embodying emotional refuge and cultural identity, thereby deepening loyalty among digitally fatigued youth audiences.

Campaign Proposition

The Diablo Immortal campaign by Activision Blizzard, developed with CP+B and CRISPIN PORTER & BOGUSKY BRASIL, leveraged a creative strategy that deeply integrated the game’s dark and diabolic theme into the pre-launch experience, positioning the brand as an immersive and engaging gaming provider. The campaign’s core proposition is that engaging with Diablo Immortal goes beyond a simple download—it is framed as a ritualistic summons of evil, aligning the player’s journey with the game’s hellish narrative. This approach adds value by creating a unique, thematic experience that heightens anticipation and emotional involvement in the game’s universe. The market strategy employed a culturally resonant and highly interactive activation focused on Latin American gamers, utilizing the universal symbol of pentagrams to bridge real-world and digital engagement. By inviting players to scan pentagrams via a specially designed web app to pre-register, the campaign turned pre-launch sign-ups into a participatory ritual, enhancing player commitment through gamified interaction. The deliberate timing—6 days, 6 hours, and 6 minutes before launch—underscored the Satanic theme using the “666” motif, further reinforcing thematic relevance and memorability. Influencer involvement from notable local gamers helped generate organic buzz and curiosity across digital channels, amplifying reach and engagement. Additionally, the deployment of a limited series of 666 unique posters both digitally and physically contributed to the campaign’s exclusivity and mystique, cohesively tying together digital film, social media, and offline touchpoints to maximize penetration within the gaming community. Overall, the campaign’s insight that players seek immersive and thematic experiences allowed Activision Blizzard to create a differentiated, culturally relevant pre-launch activation that mobilized its core audience through ritualistic interactivity and symbolic storytelling.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign centers its creative idea around the use of an iconic symbol—the pentagram—to literally summon the product (the Diablo Immortal game) via an interactive “ritual” that mirrors the game’s diabolic theme. Rather than explaining or demonstrating gameplay, the brand uses exaggerated, ritualistic symbolism (pentagrams, the “summoning” motif, the 666 timing) to associate the act of pre-registering for the game itself with the thrill, danger, and supernatural excitement that the game promises, making the benefit (immersive, hellish adventure) viscerally tangible through symbolic, theatrical user action. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

e-Police Station - Wonder Women Tech | Clapboard Ad Archive — archive collection thumbnail

e-Police Station - Wonder Women Tech | Clapboard Ad Archive

Wonder Women Tech’s 2024 campaign e-Police Station, developed by AlmapBBDO for the media and entertainment category, sets a precedent for actionable, tech-driven activism in the gaming world by embedding the world’s first real-world complaint channel for harassment directly into gameplay on GTA RP. Responding powerfully to data from the Sky Broadband study that revealed nearly half of UK female gamers have experienced harassment and that more than one in four have feared for their safety online, the initiative places a fully functional digital police station onto GTA RP maps, enabling female players to submit official reports of threats, harassment, and violence without a break in immersion or the psychological barrier of leaving the game. Grounded in the strategic insight that women remain underprotected in online spaces due to impunity and logistical barriers to reporting, Wonder Women Tech picks Brazil—Latin America’s leading country in dedicated women’s police infrastructure and home to a majority-female gaming population—as the pilot market, affirming the campaign’s relevance to both statistical need and cultural fit. The creative intervention tightly aligns with what Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem—foregrounding the harsh reality of online abuse through real statistics and then introducing the e-Police Station’s seamless in-game reporting as the direct, pragmatic solution, eschewing narrative embellishments in favor of immediate accountability. By allowing avatars to collect evidence of abuse, proceed to a virtual police station within the gameplay, and have real-world authorities take up the cases, the campaign redefines the touchpoint between virtual entertainment and legal recourse, creating a shield for those at risk and declaring game environments as sites where the rules of civilized society must also apply. The open-source nature of the mod not only invites further adaptation across global gaming platforms but also catalyzes a transformation from passive victimhood to collective cyber-activism, amplifying the feasibility and urgency of systemic change. Crossing digital activism with scalable tech and leveraging Brazil’s progressive real-world legal frameworks, Wonder Women Tech and AlmapBBDO create a new benchmark for integrated social purpose initiatives in gaming. The campaign earns 78/100 in Clapboard’s global creative archive. As gaming becomes a ubiquitous cultural arena, this work signals an industry-wide shift from performative policies toward embedded, user-driven safeguards that challenge impunity and promise measurable protection for those most at risk.

Orchestra Game Changer - Heliópolis Symphony Orchestra | Clapboard Ad Archive — archive collection thumbnail

Orchestra Game Changer - Heliópolis Symphony Orchestra | Clapboard Ad Archive

Orchestra Game Changer from Heliópolis Symphony Orchestra is a rare feat in the media and entertainment market of Brazil, transcending the cultural wall that has for decades separated classical music from the mass appeal of football. Devised in 2021 in partnership with Hungry Man, the campaign recognized the omnipresence of soccer—a sport that envelops Brazilian life, news, and conversation at every hour—while leveraging the iconic status and emotional resonance of soccer championship anthems as its entry point. By inviting a Hollywood-aligned Brazilian composer to co-create the São Paulo State Championship’s official theme tune with Heliópolis’s own musicians, the orchestra turned what is typically a symbol of athletic spectacle into a showcase for symphonic artistry, broadcast nationally at every match and transforming each game’s opening moments into commercial inventory for the orchestra’s brand. In a move that sits squarely in Clapboard’s FORMAT#12—Parody or Borrowed Format—the campaign appropriated the narrative structure and pop-cultural gravity of football anthems, rerouting their associative power to position Heliópolis Symphony Orchestra at the intersection of athletic popular culture and musical prestige. With the song featured live and across media touchpoints, the orchestra was projected into homes and conversations that would never have encountered a youth-focused, community-powered symphony, effectively bypassing barriers of taste and expanding the scope of classical music’s relevance. The strategy was a creative read on earned media, turning soccer’s media machine—and the passionate engagement of its fans—into an amplifier for Heliópolis, differentiating the orchestra from high-art stalwarts like OSESP and regionally inflected counterparts such as Minas Gerais Philharmonic or Brazilian Symphony Orchestra, whose efforts in educational outreach or musical fusion have rarely achieved this scale of viral cultural crossover. The campaign’s effectiveness also reveals an evolution in orchestral branding, embracing parity with the mainstream to claim space against the prevailing backdrop of Brazil’s sports obsession. Clapboard rates this 71/100. In reimagining the orchestra as vital to soccer’s sonic landscape, Orchestra Game Changer signals to the global industry the sheer possibility of borrowed formats in activating dormant cultural codes and expanding the very definition of audience relevance for legacy arts institutions.

See The Music - OSESP, Orquestra Sinfônica do Estado de São Paulo | Clapboard Ad Archive — archive collection thumbnail

See The Music - OSESP, Orquestra Sinfônica do Estado de São Paulo | Clapboard Ad Archive

See The Music is a pioneering experiential campaign launched in 2019 by the São Paulo State Symphony Orchestra, OSESP, in partnership with the agency Talent, that challenges conventional perceptions of classical music by translating the kinetic energy of conducting into dynamic visual art. At its core, the campaign uses a technologically enhanced baton equipped with sensors such as a chip, gyroscope, accelerometer, and Bluetooth to capture the nuanced gestures of maestra Marin Alsop as she interprets timeless works by Beethoven, Debussy, Mozart, and Tchaikovsky. This real-time data is processed by a bespoke software system composed of 13,000 lines of code that decodes every subtle and vigorous movement to generate vibrant digital paintings, effectively allowing audiences to see the music unfold visually as it is performed. By directly demonstrating this unique technological integration, the campaign fits neatly within Clapboard’s FORMAT#1—Demonstration, as it explicitly showcases how the product works and reveals the benefit of making music visible through innovative digital transformation. This approach not only enriches the sensory experience of orchestral performances but also positions OSESP as a cultural innovator willing to embrace emerging technologies to deepen audience engagement and broaden the appeal of symphonic music beyond traditional listening. The campaign’s strategic emphasis on bridging auditory and visual artistry aligns with the leisure and recreation category by enhancing entertainment value through immersive multi-sensory interaction, inviting both seasoned classical music aficionados and new audiences to reconnect with the genre in an unexpected way. Clapboard rates this campaign 76/100. See The Music matters to the industry because it demonstrates how cultural institutions can leverage cutting-edge technology to redefine artistic experiences while expanding their relevance in a digital age.

Orchestra Game Changer - Heliópolis Symphony Orchestra | Clapboard Ad Archive — archive collection thumbnail

Orchestra Game Changer - Heliópolis Symphony Orchestra | Clapboard Ad Archive

Orchestra Game Changer from Heliópolis Symphony Orchestra, delivered by agency Hungry Man in 2021, stands as a precision-targeted intrusion into Brazil’s all-consuming soccer spectacle, leveraging a signature championship anthem to thrust a classical institution into pop-culture relevance. In a market where media and entertainment are dominated by the pulse of the pitch, Heliópolis orchestrated a bold alignment with the São Paulo State Championship, commissioning a new official theme that played during game openings and broadcasts, effectively transforming the most visible moments of Brazil’s soccer calendar into a stage for the orchestra’s brand. The collaboration saw accomplished musicians from Heliópolis co-creating alongside a Hollywood composer, crafting a theme that harnessed the recognition and emotional impact reserved for iconic soccer songs. By entering the championship through music, the campaign achieved a powerful form of earned media exposure, embedding the orchestra within the daily rhythm of Brazilian life and capturing the attention of a diverse audience well beyond the traditional classical music cohort. Heliópolis is not a newcomer to creative outreach, joining a Brazilian orchestral landscape that includes institutions like OSESP and Orquestra Petrobras Sinfônica, yet this campaign took a distinctly different path — sidestepping conventional concert hall engagement and instead borrowing the cultural mechanics of soccer songcraft to reposition a niche arts brand at the center of national conversation. According to Clapboard’s 12-format classification, this approach exemplifies FORMAT#12—Parody or Borrowed Format, in which the campaign appropriates the genre, structure, and popular familiarity of a soccer anthem, converting established sports rituals into vehicles for classical music visibility. The agency executed an integrated media strategy that tapped the spontaneous publicity of championship broadcasts, creating brand lift not through overt self-promotion but by infiltrating a beloved collective tradition and making the orchestra impossible to ignore. The Heliópolis Symphony Orchestra’s campaign drew a crisp line between art and sport, establishing a template for cross-sector collaboration that harnesses the emotional, communal power of national pastimes. Clapboard rates this 67/100. The campaign matters because it points the way for cultural brands to break out of siloed marketing and engage mass audiences wherever collective attention is at its hottest.