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We were asked to generate hype and drive attention to the newest installment in the longstanding video game franchise Diablo. We chose to focus on a specific type of gamer: Farmers. Farmers are common in many types of games, but nowhere are they rewarded more for their efforts than ARPGs like Diablo.
Copywriter: Michael Shea
![](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/24256a07-6f11-498d-b4f8-d63084a90963_rw_1920.gif?h=ba1ffc52c8633335950b2ff789a10e16)
![Examples of Farming in different games](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/c4896794-fb5c-49be-b40f-4eff7069b9ed_rw_1200.gif?h=92207797ac6fd9ee39f93df5e64ba066)
Examples of Farming in different games
![](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/3536382c-bdb4-4f4d-8fe2-fda71fd54232_rw_3840.png?h=bb447ecfdd27b15921a1607c91e8b534)
Phase 1: Outrage
The campaign begins by placing incendiary (and crudely designed) billboards across the corn belt of the USA, with the goal of inciting reactions from non-gamer locals.
![](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/b3bac02e-2a6b-4585-ac8e-f216941e6e5a_rw_3840.png?h=e60d38caf32a4e06c5faad5a5676778d)
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The ultimate goal of phase one would be to direct attention to FarmersHell.com - where the true purpose of the campaign would be revealed.
![](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/3d7d593a-3717-4a36-8017-bbb4326bf5b6_rw_3840.png?h=935d828c086275ab5ce6d40dbb1d51b2)
Phase 2: Reverence
Testimonials and photos from real "Farmers" who contributed to the site would appear in urban areas and social media.
![](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/e010d182-7ff8-481b-b3ad-7554d7d0cabc_rw_1920.png?h=59f51b3969145bd3294079442998c97e)
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For those who weren't able to opt in during phase one, a custom Instagram filter allows them to join in on the hype as well.
![](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/5f61451b-480b-4720-8514-234b5adb2bd8_rw_1200.png?h=bd26702d0fbcc461e8fd7962cd1c4ee8)
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The Carhartt collaboration merchandise would become available to the public at this point, and be featured on the official Carhartt WIP Instagram page.
![](https://cdn.myportfolio.com/b529650418a18c697963d167ac999ab4/7f564314-04c8-481a-9fe1-fba4d2b6be35_rw_1920.png?h=8f835e3b160b786083f35768316e371e)
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