EXHAUSTED HEROES

CONTEXT
ONO and PlayStation join forces in an unprecedented alliance: the power of downloading reaches its peak with 200 Mb fiber optics—the fastest on the market. For the first time, the new PS4 can unleash its full online potential: zero-latency gameplay, ultra-fast downloads, and high-definition content streaming. The challenge? To find out what happens when speed exceeds even the endurance of the greatest virtual heroes.

IDEA
Introduce the world to “Fiber Fatigue Syndrome”: a fictional condition affecting video game protagonists who end up exhausted by the overload of a 200 Mb connection. With an epic tone, we reveal the side effects of excessive power through an insight as powerful as it is unexpected: when you exceed expectations, even heroes need a break.

EXECUTION
An integrated campaign featuring a TV SPOT directed by Álex de la Iglesia; 3 PRINT ADS showing the most iconic video game heroes completely worn out; and a DIGITAL CAMPAIGN with an interactive microsite that included an online diagnosis: “Do you have Fiber Fatigue Syndrome?” We created a gamified quiz and recovery tips styled like video game “power-ups”: energy snack recipes, strategic breaks, and joystick-style stretches.

For social media, we created testimonial videos starring the partners of these video game heroes, describing how extreme fatigue, battle apathy, drowsiness, or even joint pain caused by frame overload was affecting their everyday lives.