Javier Iglesias              Creative director About                                                             Moooore about
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Activision
Call of Duty: Black Ops 6

Awards
el ojo de iberoamérica/user_experience/silver
cdec/ideas/bronze
cdec/digital_activations/bronze
cdec/user experience/book
inspirational/digital_experience/silver
el Sol/activation/bronze
 To launch Black Ops 6 in Spain, we turned a generational gap into a mission. Six VHS tapes with hidden download codes were placed on Wallapop, and users had to negotiate directly with Jordi Cruz, the iconic Art Attack presenter from the 90s, to get them. 
Each tape contained an hour of authentic 90s Spanish TV, with the game codes subtly embedded, so players had to watch, explore, and decode them. 
This transformed a promotion into a fully immersive, real-life undercover operation that bridged generations and made Gen Z experience the 90s before playing the game.



©MAD/SP