We asked Christopher Lapham and Aaron McGurk, global group creative directors at Grey London, about the varying elements of the campaign.
How did you come up with the contest?
We always want to do what hasn’t been done. Putting someone in a game has been done, but paying someone to work in one hadn’t. The overarching campaign is “Stay in the game” due to the snack being less messy to help gamers perform better. This NPC idea was a manifestation of that—stay in a game by working in one as an NPC.
The talking vending machine. Why was it important to include this element?
Having a machine interview the applicants felt like a funny idea that added to the narrative and felt like the natural thing to do. You’re applying for a job in a computer/machine world, so you should be interviewed by a machine and one that plays an integral part in the story.
Were there any challenges?
Heaps of them. Forming a partnership with the right game took a long time with a lot of back and forth going on between the game companies, the clients and the creatives. Also, most of our budget was spent on the game partnership so we had to be clever with what we had left to create more assets for the campaign. The NPC films were all created using existing game footage from Dovetail and an online A.I. voice app.
Senior Director: Kelly Rafferty
European Marketing Director: Stephen Duggan
European Marketing Manager: Aisling O’Hara
Senior Brand Manager: David Juvany
Senior Digital Manager: Roisin Devine
Digital Marketing Manager: Stephen McSweeney
Senior Media Manager: Gavin McGuinness
Media Specialist: Louise Murphy
European Director – Content and Digital: Chris Wildish
Marketing Operations Manager, EMEA: Fergus Brady
Agency: Grey London
Worldwide Chief Creative Officer: Javier Campopiano
President & CCO: Laura Jordan Bambach
ECD: David Wigglesworth
Global Group CDs: Christopher Lapham & Aaron McGurk
Associate Creative Directors: Angela Harding & Terry O’Neill
CSO: Raquel Chicourel
Planning Partner: Lee Barber
Senior Planner: Gilliam Caldwell Dunn
Managing Partner: Agi Varanyi
Group Business Director: Tamsine Foggin
Account Director: James Kenrick
Account Manager: Danielle Webb
Executive Producer: Nazneen Read
Agency Producer: Jack Pethurst
Agency Producer: India Smith
Project Manager: Daniela De Lisi
Designer: Tyrone Zall
Editor: Ollie Flux
Artwork: Nigel Miller
Console Partner: Xbox
EMEA partnership lead: Gordon Donald
MIAI brand partnerships Managing director: Claudine Harris
MIAI brand partnerships Partnership manager: Kali Ketchen
Game Partner: Dovetail Games
VP of Marketing: Keith Anderson
Head of Creative Services: Roxy Francis
Assistant Producer: Catriona Barber
Media Agency: Carat
Planning Partner: Greg Paterson
Client Director: James Morgan
Senior Creation Manager: Lauren Paterson