CRASH BANDICOOT
25TH ANNIVERSARY
BRONZE WINNER “BEST SOCIAL CONTENT CAMPAIGN”
2021 CLIO AWARDS
Problem: Activision needed a uniquely social campaign that would seamlessly unite Crash Bandicoot’s 25th anniversary with the relaunch of Crash: It’s About Time on next-gen consoles. Tasked with delivering this campaign under a short timeline, Ayzenberg needed an ACD/Writer who could manage a small team, ideate, and handle all of the writing for the pitch.
Solution: I was brought as creative lead, presenting progress to the CD at set intervals. First we won the pitch, then we won a Clio.
To make Crash’s 25th anniversary feel more personal, we began treating it like a birthday. In our minds 25 years was a lot of time for a bandicoot to be alive, so I had Crash put on his influencer cap and set out to travel the world, checking off the earthly things he'd always wanted to do, outside of the typical hopping between dimensions and tornado-ing villains.
CRASH THE INFLUENCER
Supported by various social channels, our hashtag #Crash25Before25 was a content series involving Crash seeing the world and checking off bucket list items. Still and text-based posts created moments fans could interact with, often asking what they would like to see next.
All of this was centered around a key video series I ideated and championed: let’s get the guy in the Crash suit (a legacy aspect of Crash advertising since the 90s) and have him travel the world by using a cheap green-screen backdrop to parody the “authenticity” of travel influencers.
RECAP TRAILER
Old fans needed to be refreshed, new fans needed to know what the heck was going on in the Crash Bandicoot storyline, so we suggested coupling the main social campaign with a recap video in the wild, zany nature of the Bandicoot brand, AKA the Brandicoot.