During the 1990’s Crash Bandicoot was a top video game franchise whose massive popularity made him PlayStation’s unofficial mascot. Crash was very at the heart of the late 90’s pop culture zeitgeist.
We knew that there were millions of dormant Crash fans. “Kidults” males ages 25-40 yr old who yearned for the days when they could play as the unhinged bandicoot and relive the wildness of their youth. For them, classic Crash represented their most rebellious and fun-loving selves.
Our 2017 campaign had to re-introduce the brand to gamers despite the fact that these games were only re-mastered versions with minor technology improvements as compared to the games of today.
Activision’s challenge to Battery was to bring back this 90’s iconic brand and video game franchise that had been dormant for almost 10 years. We needed to communicate to the global fans that had originally fallen in love with the franchise that Crash was back and insanely better by rallying the core and winning over nostalgic game fans, inspiring them to share their excitement for these remastered games with their friends.
In order to target the nostalgic fans that grew up playing Crash Bandicoot we needed to capitalize on the strength of 90’s nostalgia in today’s culture across many different categories, including fashion, entertainment, music, internet memes.
We developed a series of films and UGC green-screen content that brought back the 90’s Crash attitude infused with today’s lifestyle. We put Crash into situations where he might have found himself in the 90’s – getting his tips frosted at the salon or doing aerobics in the best pink and teal outfits that 90’s cheddar could buy.
We then juxtaposed those scenes with today’s Crash – doing cross fit or in a hipster salon. This powerful mechanism of “buff then, buffer now” and “fly then, flyer now” grounded the creative in the fact that the re-mastered game featured tighter platforming game controls and a graphics update.
We wanted Crash to be an internet sensation and the best way to do so was to let fans create their own videos using the crazy and fun one liners that we captured on set. This “Crashify” content took off in today’s 2017 meme culture and it allowed the 30-something nostalgic gamer to create content that would then reach the younger gamer in an organic way.
Crash Bandicoot N. Sane Trilogy was the #1 console title globally at launch.