Agency: Untitled Worldwide LLC
Client: Pretty Simple
Title of Campaign: Criminal Case: Pacific Bay
Components of Campaign: 1 x :60, 1 X :30
Break Date (specify on air or online): June 1, 2017 on air
Spot Title: 9-1-1
Managing Partner: Susie Macarthur
Creative Directors: Dexter Ginn and David Chalu
Director of Integrated Production: Cheri Anderson
Agency Producer: Karen Egan
Director: Thierry Poiraud
Production Company: Independent Films + Lab House (Buenos Aires)
Editorial House: Cut and Run
Editor: Julian Tranquille
Casting Director: Ali Fearnley
Post Production House: Electric Theatre Collective
Music (specify original, or licensed): Original
Music House: Major Tom
Composer: Redman/Creevy
Synopsis:
In US launch of Criminal Case Pacific Bay (the hit UK and EU game from French gaming company, Pretty Simple). Led by creative business partner Untitled Worldwide, this launch is particularly significant for its focus on an atypical demographic of gamer -- the middle aged woman. Criminal Case holds a unique position in the gaming space -- over eighty percent of its fifty million users in the US are women between the ages of thirty and fifty-five.
The campaign will be launching in the US on TV and online in 30’ and 60’. The TV spot, titled ‘9-1-1,’ was written by creative directors Dexter Ginn and David Chalu and directed by Thierry Poiraud at Independent. The commercial is a call to arms, highlighting the thrill of stepping out of daily life to assume the role of detective and pursue a murderer.