1. Brief
To celebrate the release of its new video game, WWE 2K23, 2K wanted to capture mass audience attention with its first ever special build.
2. Response
Featuring the legendary WWE superstar, John Cena, the special build played on Cena’s iconic catchphrase, “You can’t see me.” The build challenges passers-by to see if they can see him. However, Cena’s silhouette only appears at night, when he can be seen with his iconic pose.
3. Result
The creative targeted video game enthusiasts and those with a nostalgic love for the franchise, generating mass attention and fanfare.
