World of Tanks is a game about… well… tanks, where you can drive a tank to fight other players from all around the world. The game is very popular in Eastern Europe but not so much in Western Europe. This is why the brand decided to launch a campaign across 10 European countries to recruit new gamers. In order to emerge on a highly invested market where competitors communicate with super-productions, we decided to break the conventions of long trailers and gameplay to attract the attention of gamers: we used absurd humor by transposing the game into real life. In order to promote the game but not violence, we came out with the idea of showing the absurdity of tanks in real life and how useless and constraining they really are. We chose to make the films look really natural both in the choice of actions and in the way they were shot. We wanted to get stolen moments from real people acting like they were regular drivers: filling your car tank, getting out of a parking, except those drivers drove tanks and not regular cars. And when you drive a tank, any everyday situation becomes really complicated.
