Diablo IV was the latest instalment of the widely popular and cult video game series. However, 11 years had passed since the last edition of the series release, so the brief was to not only appeal to the core audience but inspire a new generation of players. This meant we needed to establish credibility among Action Role Player Gamers, creating conversation around the best-in-class storytelling and freedom to explore and progress in a fully immersive world.

Focusing on owning the conversation in the lead-up to the launch in the places where our target audience lives.

As so much of the game carries influence from the world of art, we launched the game in Spain by creating an in-person interactive experience centred around a gothic masterpiece inspired by one of the most iconic pieces of art the world has ever known. The one that inspired the game itself. The Garden of Earthly Delights by Hieronymus Bosch.

Launching a fully immersive ARPG with almost 20 years of history meant that there was a desire to communicate many messages to an audience that is reluctant to be advertised to. However, as high producers and consumers of content, we focused on ways to spark conversation, allowing them to carry the conversation.

For an audience that is primarily under 35 and defines themselves as introverts, we aimed to inspire opinion leaders to start the conversation with a campaign that reflected the craft, depth and attention to detail that goes into the game - providing the focus and reasons to want to talk about the campaign.

To further drive the conversation for the launch, we needed to ensure that it connected to our customers on a local level in an authentic way.

Our overall ambition was to bring this to life with a level of craft that did justice to the original. This ambition was also where our biggest challenge lay.

Recreating a life-sized replica of the world's most iconic and praised works of art was no easy feat.

To do this, we collaborated with 6 world-renowned artists, art experts and a group of gaming experts to ensure that every minute detail of our reimagined masterpiece made the cut and was on par with the original.

The artists worked tirelessly to replicate the techniques and detail in every single square inch of the original 81x152-inch painting, which was then successfully verified by a Bosch art expert in Spain who spent her entire life learning the ins and outs of Bosch's work.

The final challenge came when we partnered with gaming experts to ensure the Diablo IV storyline was accurately reflected.

The campaign and event gathered wide media attention, with over 23 mainstream media titles covering it, including Marca, Cadena SER as well as El Pais, the most read outlet in the country. This coverage resulted in a reach of over 25m.

The social campaign resulted in over 2m hours of content watched over 2 weeks, with 53 pieces of content produced by influencers and 7m impressions.

Over 53 pieces of content were produced by influencers on Instagram and Twitter, with over 6.99m impressions, helping increase Twitter Followers of the Diablo Spain feed by 12%.