Rumble
Wieden+Kennedy
Issue 57 | December 2020
Agency
Wieden+Kennedy São Paulo
Creative Team
Executive Creative Directors: Eduardo Lima, Renato Simões Creatives: Felipe Paiva, José Ferraz, Rafael Melo, Bruno Oppido, Mariana Borga Managing Director: Fernanda Antonelli
Production Team
Broadcast: Maurício Yamashita, Ricardo Barbin Production: Nukearts, Wke Game Design: Alan Bittencourt, Augusto Henrique Da Silva, Felipe Paiva, José Ferraz, Rafael Melo, Raphael Schmitz, Thiago Giovanne Dominoni Programmer: Alan Bittencourt Character Design: Felipe Paiva Scenario Design: José Ferraz Sound and Voiceover: Rafael Melo Animation: Augusto Henrique Da Silva, Andy Gorll, Arthur Barros, Chrystian Schmeguel De Oliveira, Denny Fischer, Felipe Ricardo Voigt, Felipe Paiva| Gabriel De Oliveira, Maria Clara Buffara Fretta, Thomas Toniolli Script: Rafael Melo
Other Credits
Approval: Eduardo Lima, Renato Simões, Fernanda Antonelli
Date
September 2020
Background
W+K São Paulo in 8-bit version The agency featured its employees in a videogame set in the São Paulo office.
Through an integration initiative, Wieden+Kennedy São Paulo turned all its employees into characters in a classic fight game, and launched the first “corporate ass-whooping game”: Rumble.
Idea
Produced by Nukearts, the game was also a tool to communicate the agency’s culture and history to the market, and could be played by anyone on the international gaming platform Steam and on the agency’s website. Dan Wieden and David Kennedy were the only global characters on the 8-bit W+K version and, just like other Rumble fighters, had their own gamer synopses. “His name is on the door. Now he’s going to leave his name on your forehead too,” was on the description of one of the founders, for instance.
Among other features were the special moves, inspired on various functions throughout the agency, with copywriters throwing words, and art directors fighting with layouts. The backdrop for the fights complement the ambiance, introducing players to 11 different settings, such as the reception desk, the garden, the restroom, and the meeting rooms at the Wieden+Kennedy office in São Paulo.
“It is essential that we pass on our culture internally. And we wanted to do that with an internal marketing action that would be the least boring possible. The project also became a way to feel closer to our people and our offices in this year of social distancing,” says Renato Simões, Executive Creative Director at W+K São Paulo.
The game could be played at the W+K website, where it doublef as a business card for the agency. “At W+K, everything is about people. And Rumble is a way to introduce the agency, our people, and our culture to the market,” says Eduardo Lima, also ECD at the agency. “It also allows for a unique, fun, and real-time interaction between our team members,” he adds.
According to Fernanda Antonelli, managing director, “we are very happy to release what is the second project of the agency’s entertainment group. It is a powerful tool for us to test – in a fun and daring way – the creative and business potential of Wieden+Kennedy.” Pick the character you want to play (or beat up), and play here.