Mondeléz Trident

Release The Servers

Agency: Digitas


The majority of AAA online games have their servers hosted in countries such as the United States, Australia, Germany and Japan, causing the gaming experience in South America to be affected by unbalanced conditions that frustrates the player who seeks to make the most of their potential, leaving almost null opportunities to excel in the E-sports against players who have connection advantages.

Understanding this, the Trident X brand, hand in hand with Digitas, an agency focused on digital solutions, and Publicis Play, the gaming unit of Publicis Groupe, with its gaming platform, "The snack hack", decided to give a voice to all those players who for years have dreamed of having better gaming conditions and competition by creating the movement "Release The Servers", an idea that invited the entire Latin gamers community to express their requests to bring servers near their countries with the hashtag #ReleaseTheServers.

More than 1.300 messages shared by gamers who raised their voices, were taken directly to the outskirts of major video game studios such as Electronic Arts, Activision Blizzard or Epic Games with billboard trucks that, in real time, were projecting the tweets impacting more than 7.000 employees of the developers.

In this way, all these petitions that for years have been published in different portals and, in turn, have been completely ignored by the studios, managed to be promoted with a greater scope, in order to settle an outstanding debt with more than 215 million Latin American gamers (10% of the global total) who have clamored to balance the game scale and boost the development of E-sports in a region that has plenty of talent to continue representing their continent and the Latin gaming community worldwide.

This professional campaign titled 'Release The Servers' was published in Chile and Colombia in May, 2023. It was created for the brands: Mondeléz and Trident, by ad agency: Digitas. This Ambient, Direct, and OOH Outdoor media campaign is related to the Confectionery, Snacks industry and contains 7 media assets. It was submitted about 1 year ago by Senior Copywriter: Santiago Rendón Peláez of Publicis Groupe // Publicis Play.


Advertising Agency: Digitas, Publicis Play.
Campaign: Release The Servers.
Chief Creative Officer: Camilo Carvajal.
Creative Directors: Jose Racioppi, Sebastián Betancur.
Senior Copywriter: Santiago Rendón.
Art Director: Wilson Vela.
Planner: Nicolás Téllez.
Account Executive: Juan Otalora, Valentina Robayo.


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