RED RABBIT
Scope of Work
Art Direction, Branding, Game Design, Graphic Design, Logo Design
Art Direction, Branding, Game Design, Graphic Design, Logo Design
Tools used
Adobe Illustrator, Adobe Photoshop, Cerberus Anti-theft, Signal - Private Messenger
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On several weekends, we guided hundreds of participants all around Helsinki in an immersive live action game which combined urban adventuring, escape rooms and theatre. In the project I was responsible for the branding and marketing as well as the technical implementation including setting up participant tracking and communications.
In the game, participants received a phone where we had preinstalled Cerberus Anti-theft tracking app and Signal - Private Messenger for the communications. With Cerberus we could unnoticeably monitor the participants movement all around Helsinki and activate the microphone and camera. Signal was used for sending messages, letting them know that we're monitoring their every move.
For the marketing we used hyper targeted Facebook ads where we told the viewers specific details about them that we knew through the Facebook ad platform. The best ad variations got their CTR close to 10%.
The event was carried out in collaboration with After Dark Helsinki.
"We are not a game. We are not a room you need to escape from nor a theatrical performance. We are something familiar and yet something that you have never experienced before.
We are an immersive online experience happening in real life and Helsinki is our playground. Just answer your phone and we will guide you to your destination. You might get asked to do favors, deliver news, or find somebody. But know that we are watching. We are Red Rabbit."
Graphic assets used in the social media posts and marketing.
(Tap the pictures to open them larger)
(Tap the pictures to open them larger)
