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Real Warhammer

Power fist.

Real Warhammer main visual

The brief

Launch the brand new SEGA game, Warhammer 40,000: Dawn of War III, taking the game outside of the review pages.

The strategy

Excite fans — of strategy-based wargaming and the Warhammer franchise itself — by taking a key element of the game and making it for real.

The idea

Creating a bonafide, fully-functional Warhammer Ultramarine Power Fist — used by the game's most famous characters to bring destruction wherever they go. It boasted 6,000 psi of pneumatic power, capable of battering through walls, terracotta flower pots and toilets (as well as watermelons, for visual impact).

The results

Over 20 media and influencers tried it out, capturing their own content in the process, which resulted in coverage across news, lifestyle, tech and gaming titles. And with the likes of Unilad and IGN sharing content on their social channels, well over 1,500,000 people tuned in to watch the Power Fist in action in fully-branded, compelling editorial video pieces, taking the game direct to the target audience.

Credits

Client: SEGA
Agency: Hope and Glory