We partnered with Heineken, Indiegogo, and the Bruno Mars 24K Magic tour to launch the 2017 Cities Project.

CREATIVE DIRECTION

The Cities Project aims to attract millennials, ages 21-35, who live in big metropolitan cities, like Los Angeles, Miami, San Francisco, and NYC. We drew inspiration from the urban environment, particularly architecture, graffiti, street, and pop art. These street art references resonate with millennial audiences and bring a fun, youthful and authentic approach to the experience.

We referenced various types of street art techniques and styles (wheatpaste, collage, graffiti) as a way to incorporate the different brand colors. The colorful and bold nature of street art allowed us to equally showcase the three brands - Heineken, Bruno Mars, Indiegogo - in a fun and dynamic style that is familiar to our Millennial audience.

BACKEND DEVELOPMENT

Integrating Complex Systems

The Cities Project utilizes Indiegogo’s crowdfunding platform. We integrated Indiegogo’s crowdfunding API, a ticketing system, and a complex distribution workflow to ensure a single seamless experience for the customer.

We launched a brand new initiative with Hasbro to discover the “next great game” using the power of crowdfunding.

CREATIVE DIRECTION

Finding Inspiration in the Process

We wanted to inspire game makers by visualizing the process of a game coming together: drafting the idea, pieces, cards, rules, etc. Everything comes together at the end as a complete game, boxed, and ready for the shelves. This concept helps stimulate the game maker’s imagination while highlighting Hasbro’s strengths in creating and distributing games.

Field Research

We explored various board game cafes across New York City to get a closer look at gaming culture. It was important to ensure the environment, characters, and details we created for Hasbro Gaming Lab were authentic.

Illustration

We wanted a fresh visual identity for Hasbro Gaming Lab yet still staying true to Hasbro’s brand. We used bold colors, clean lines and precise curves for a clean and modern style and gradients and shadows for a more tactile look.

BACKEND DEVELOPMENT

We created a standalone website to feature the “Next Great Game” contest, accept game maker submissions, and integrated Indiegogo’s crowdfunding API.

MARKETING

In addition to the creation of the website, we developed online social ads for Facebook. We produced various content and copywriting angles on the Hasbro Gaming Lab contest for A/B testing.