Simple and profound

Found this bit on Creativity Online. It wasn’t a huge campaign done for a large client with massive reach, but I liked the execution a lot. It could be a point of inspiration for my future work.

Enemy Front is a first-person shooter where you play through the battlefield of Warsaw during WWII. They’re fighting to fend off the Nazis, but ultimately, they lose. As you play through, your game inexplicably pauses for one minute. You’re prompted to go to ItWasntAGame.com.

There, you watch a short film about the history of the game. In Poland, there’s a town that pauses in its place for a single minute each year in remembrance of its violent history. Gamers are able to pay respect to those fallen through this way. The game itself is paused during that exact moment in Poland when they are also observing this tradition.

Super simple. Great message. I love this piece of advertising because it melds education and videogames. If I were playing Enemy Front and this suddenly happened, I would absolutely geek out and spread the word. McCann Warsaw, the agency who is responsible for this, did a great job in my opinion.

Original Article Here