Create a campaign to launch mobile game AFK Arena in the US.

We enlisted the talents of Elijah Wood to help launch Lillith’s Games’ role-playing game (RPG) AFK Arena.

Running across a series of spots, fans can watch Elijah discover the enticing joys of AFK Arena and his attempts to fool around with it behind his old game’s back. AFK Arena’s unique vibrant world and idle style of gameplay have seemingly captured Elijah Wood’s heart. The problem is he’s still in a relationship with his old RPG represented by Uzgahk the Orc.

Realising that he can get all of the depth and strategy of his favourite RPG, but still earn amazing rewards while not playing – Elijah is powerless to resist AFK Arena’s newfound charms. This obsession results in him sneaking off to enjoy private moments away from Uzgahk who increasingly comes to realise that he’s being cheated on.

The films, which are running across TV, online and social, are directed by Nick Ball, produced by Blink, with VFX from Untold Studios and sound by 750MPH.

We also created a bespoke typeface, banners and influencer packs.

 As a long-time gamer, Elijah Wood’s passion has seen him give his voice to multiple video game characters and work as a Game Producer. “Just when I thought I wouldn’t encounter another orc… here I am playing a version of myself that’s stuck in a love triangle between a needy orc and a casual mobile RPG game, AFK Arena,” said Wood. “Surprisingly not the weirdest thing that’s happened this year.” 

Anton Olshvang, Acquisition & Marketing Manager, Lilith Games, said: “It was an absolute pleasure working together with the Wieden+Kennedy team on AFK Arena’s first major TV and digital campaign for western players. Their creativity and passion for engaging storytelling helped bring the ’Cheat on Your RPG’ concept to life and into the audience’s hearts. We’re excited to see AFK Arena’s core audience continuing to explode across the globe as more players cheat on their needy old RPGs.”

Check back at a later date for results.