Revenge Is Best Served Rolled

After a competitive pitch, creative agency Brave has secured a new client partner with SuperPlay, the creator of Dice Dreams - a casual mobile game where a simple roll of the dice determines actions you can take against other players. After continued success in markets around the world, SuperPlay now have their sights set on driving mass downloads in the UK.

Brave were tasked with creating a memorable national campaign to roll out across TV, VOD, paid-for social and other planned digital media. Unlike other casual gaming competitors, the campaign needed to emotionally resonate with the British audience. With our innate British conservatism, it’s ingrained in us to hit superhuman levels of “nice” - even to those annoying frenemies, school-mum mates and colleagues that always drive us nuts and it’s this human truth that became the bedrock to the campaign idea.

A stolen parking spot, a jarring mum comment, a cut in line or an attack on your Dice Dreams kingdom - blowing off steam, and getting revenge, is often done covertly or in the privacy of our daydreams. Brave’s latest campaign ‘Revenge Is Best Served Rolled’ playfully shows through two 30” TVCs directed by Henry Littlechild, the petty revenge dreams we all play out in our heads. Setting up the notion that you don’t have to keep the anger pent up - with Dice Dreams there is a better way to successfully get your own back and without the ‘IRL’ consequences.

Brave set out to feature a celebrity, one that would connect more with our target female audience. TV presenter, Scarlett Moffatt, shows a more contrasting side to her usually friendly, bubbly demeanor, as she doggedly attempts to roll over her adversaries in various ways. But, if anything, the Dice Dreams spots prove that when it comes to it, Revenge Is Best Served Rolled.