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In June 2023, Blizzard released the fourth installment of the "Diablo" series, one of their most popular gaming series. After a ten year gap between game releases, Blizzard wants to make this release more monumental, with a hellishly good time. Welcome To Hell. 

A three-phase activation ending in an exclusive event in which Blizzard will take over an abandoned church and turn it into the gates of Hell.
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In Phase One, a series of street billboards will be released. Each of these upon first look, seem inconspicuous. Once a slightly longer look is taken, there are slightly off, uncomfortable, gruesome elements hiding within the image. Each poster will have Easter eggs for fans of the franchise, as well as a CTA encouraging folks to go to a site up for this specific activation. These are more targeted at folks who are not only fans, but those who tend to pay extra attention to their surroundings. 
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In Phase two, OOH advertising is escalated with large-scale billboards which will have one image during the day, but an entirely different image
juxtaposed overtop of it via UV paint. 
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In Phase Three, Blizzard will take over an abandoned Cathedral in Detroit and turn it into a gateway into the hellish world of Diablo. For Those who can't make the event, there will be another church revamped into a demonic airbnb for rent. 
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Copywriter: Alex Huibsch

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