The Great Race – World of Tanks 2019 | Clapboard Ad Archive

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The Great Race - World of Tanks | Clapboard Ad Archive

World of Tanks’ 2019 Belarusian campaign The Great Race reenergizes the brand’s competitive edge by staging the triumphant return of three iconic teammates Olenenko, Mäuschen, and Turtle for a legendary tank race that blends nostalgia with high-octane excitement. Created by The Agency, this campaign situates World of Tanks as more than a tactical multiplayer game by spotlighting the adrenaline and camaraderie of its fiercely loyal community through a dynamic film narrative that captures the intensity and chaos of a storied competition five years in the making. The campaign’s core creative strategy hinges on the use of ongoing characters to anchor brand continuity and deepen emotional investment, as these familiar personas embody the legacy and skill that define the World of Tanks experience. Complementing this narrative is a powerful auditory identity featuring a symphonized remix of The Offspring’s The Kids Aren’t Alright, crafted by the WoT Music Team to amplify the campaign’s energy and cultural resonance while appealing to a younger, performance-driven demographic. This fusion of visual storytelling and music production underscores the brand’s commitment to immersive content that drives engagement beyond gameplay, fostering a communal spirit accessible across global social platforms including Instagram, Twitter, Facebook, Twitch, and Discord. Clapboard rates this campaign 69/100 in its global creative archive. The Great Race exemplifies how gaming campaigns can leverage recurring character-driven narratives combined with culturally attuned soundscapes to sustain player loyalty and invigorate community participation in a saturated digital entertainment landscape.

Credits

Client

World of Tanks

Agency

The Agency

Category Mind Map

48%

World of Tanks’ 2019 Belarusian campaign, "The Great Race," leverages a narrative-driven approach to reinforce its brand proposition: an immersive blend of strategy and adrenaline within a competitive multiplayer gaming environment. By focusing on the return of iconic in-game characters in a high-stakes race, the campaign emphasizes the excitement, camaraderie, and skill involved in the game, presenting World of Tanks as a platform where legendary battles and personal glory coexist. The underlying promise is that players can engage in epic, memorable experiences that go beyond traditional tank combat, tapping into an emotional connection rooted in legacy and competition. Strategically, the campaign capitalizes on nostalgia and community by reuniting familiar characters after a five-year hiatus, signaling continuity and long-term player investment. This insight acknowledges the loyalty and dedication of existing players while aiming to inspire renewed engagement. The choice of a dynamic film medium combined with a high-energy remix of a popular rock anthem offers a creative angle that heightens intensity and emotional impact, appealing to a younger, performance-driven demographic seeking thrill and social engagement within gaming. The integration of a strong audio identity with The Offspring’s "The Kids Aren’t Alright" in a symphonized mix demonstrates a multidimensional sensory experience designed to resonate culturally and enhance recall. The campaign’s distribution through global social channels furthers accessibility, reinforcing the collaborative and competitive ethos of the brand while supporting player acquisition and retention.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign revolves around the high-energy return of three named teammates (Olenenko, Mäuschen, and Turtle) reuniting for the first time in five years for the legendary tank race. The emphasis on their comeback, along with the celebratory reference to the race’s chaotic history, points to the use of ongoing character personalities to create continuity, nostalgia, and brand engagement within the World of Tanks universe. Additionally, the use of The Offspring’s high-profile musical contribution adds a layer of celebrity presence, but the central creative device is clearly the return and branding around familiar recurring in-game characters—making ongoing characters the best fit rather than a story-driven or demonstration-based approach. See the 12 formats here: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. League of Legends – Positioned as a highly competitive, team-based MOBA with continuous content updates and a massive global esports ecosystem, emphasizing player skill and strategic depth. 2. Call of Duty – Focuses on fast-paced, immersive first-person shooter experiences with a strong narrative campaign and robust multiplayer modes, leveraging franchise legacy and cutting-edge graphics. 3. PUBG (PlayerUnknown’s Battlegrounds) – Pioneers in the battle royale genre, emphasizing realistic survival gameplay, large-scale maps, and player-driven tactics for high-stakes, last-man-standing combat. 4. Fortnite – Combines vibrant, accessible battle royale gameplay with frequent in-game events and cross-platform social experiences, distinguished by its building mechanics and pop culture collaborations. 5. Warframe – A free-to-play cooperative online shooter with a unique sci-fi setting, focusing on fast-paced melee and ranged combat, extensive character customization, and a loyal player community.

Q: What is World of Tanks: The Great Race about? A: World of Tanks: The Great Race is a 2019 film campaign created by The Agency for the World of Tanks brand in Belarus. It centers on the return of three iconic in-game teammates—Olenenko, Mäuschen, and Turtle—reuniting after five years to compete in a legendary tank race. The campaign combines high-energy visuals and storytelling to evoke excitement and camaraderie within the competitive multiplayer gaming environment. It also features a remixed version of The Offspring’s song The Kids Aren’t Alright, enhancing the immersive experience and inviting players to engage with the game for free. Q: What creative device does World of Tanks: The Great Race use? A: World of Tanks: The Great Race employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES from Clapboard’s 12-format taxonomy, which focuses on using recurring personalities for brand recall. The campaign highlights the high-energy comeback of three familiar teammates, creating continuity and nostalgia within the World of Tanks universe. This approach builds brand engagement by reconnecting with loyal players through established characters, while the inclusion of The Offspring’s musical contribution adds a layer of celebrity presence that amplifies cultural resonance and emotional impact. Q: What is the campaign proposition for World of Tanks: The Great Race? A: The campaign proposition for World of Tanks: The Great Race positions the brand as an immersive blend of strategy and adrenaline within a competitive multiplayer gaming space. It targets existing and potential players by emphasizing the excitement, skill, and camaraderie involved in legendary tank battles. By reuniting familiar characters after a five-year hiatus, the campaign taps into nostalgia and community loyalty, promising epic, memorable experiences that transcend traditional tank combat and foster a deeper emotional connection rooted in legacy and competition. Q: How does World of Tanks: The Great Race rank in Clapboard's archive? A: World of Tanks: The Great Race holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in World of Tanks' category? A: World of Tanks competes in the gaming category alongside titles like League of Legends, which is known for its highly competitive, team-based MOBA gameplay with continuous updates and a vast esports ecosystem. Call of Duty offers fast-paced, immersive first-person shooter experiences with strong narrative campaigns and multiplayer modes. PUBG pioneers the battle royale genre with realistic survival gameplay and large-scale maps. Fortnite combines accessible battle royale gameplay with frequent in-game events and pop culture collaborations. Warframe provides a cooperative online shooter experience with a unique sci-fi setting and extensive character customization.