This project tackles a brief set up by Heinz and D&AD that challenged designers to create a global "PR-able moment" that makes Heinz the irresistible brand of choice that drives gamers to stop, rest and recharge amidst universal gaming moments that their audience shares; whether that’s mid-game, stream or view.
A 5-week-long collaborative project with two other visual designers from my cohort, we recognised that gamers find it tough to take breaks and at times, have no choice but to keep playing. This stems from the fear gamers have of their character dying and subsequently losing the game. But we saw no shame in losing or taking a break - could we convince gamers to die on purpose? Because we want them to win, even when they lose - better when they lose terribly.
Our solution introduces an incentive model that takes the stigma away from losing and being a "bad" gamer by turning it into a light-hearted moment that can be shared with the gaming community and used to strengthen social bonds within the community.
This solution was one among few from the cohort selected by lecturers and an external supervising team to enter D&AD New Blood Awards 2023 representing LASALLE College of the Arts.
