In 2020, the Philippines experienced the world’s longest lockdown because of the COVID-19 pandemic. During the first ten months of lockdown, young people turned to mobile gaming to ease their stress and anxiety. This inadvertently turned the mobile gaming space into a crucial platform for social interaction.

Mobile gaming during the lockdown can provide young people in the Philippines more than just entertainment, it can give them a chance to have shared experiences of teamwork, triumph, and defeat. We wanted to reframe mobile gaming as a place where you can have meaningful moments with your friends, despite being apart.

We created a series of irreverent online videos featuring a group of close friends experiencing teenage life milestones but from within the world of their favorite mobile games.

As of January 2021:

10,067,177 combined views on Youtube

52,898,647 total reach

206,799 positive reactions

17,493 shares

This was TNT’s top performing campaign of 2020 earning almost x2 positive reactions and link clicks and almost x3 shares versus their most promoted campaign.

Our video was reposted by Garena, the makers of Call Of Duty Mobile on their official accounts where it was flooded with positive comments.