CAll of duty: GRIME ALL THE TIME
Brief: Launch the new ‘grime’ inspired London CoD multiplayer map created by the US Activision team.
Idea: We noticed the map featured the gasworks in Hackney which is also the backdrop to Alhan Gençay’s (@9p) internet show - ‘Gasworks’.
So we teamed up with Alhan and friends to launch the map in an authentic way, with a suite of hyperlocal content littered with IYKYK references and rooted in the capital city’s music scene.
Highlights: With 656k organic video views and over 12k engagements, turns out, grime is definitely not dead.
We riffed off Gasworks, a popular news bulletin-style YouTube show started by cultural needle mover Alhan Gençay.
AR style edits on TikTok and Instagram glitched reality between real-life surroundings and the virtual world. Alhan played tour guide from Regent’s canal to Shoreditch’s graffiti tunnel and of course the iconic gasworks landmark that was key to joining up the cultural dots.
