Campaign called ''O Jogo Virou Dropzin''wich won two Silver Lions at the Cannes Advertising Awards
CREATIVE CONCEPT
The campaign “O Jogo Virou Dropzin” aimed to strengthen Free Fire’s connection with the Brazilian audience, particularly with peripheral communities — key players in the game’s success and popularization in the country.
More than a promotional initiative, the project was conceived as a way to give back to the community and acknowledge the cultural impact Free Fire has had in Brazil: a phenomenon that goes beyond gaming and stands as a social expression.
The creative concept transformed the game’s digital universe into a space of representation and belonging, bringing experiences, rewards, and game elements into the real world — literally turning the game into a drop.
The campaign was developed in partnership with AKQA, through a highly collaborative and integrated process between teams. Constant creative exchange was key to the project’s success, resulting in a delivery that not only exceeded expectations but also strengthened the emotional connection with the game’s passionate community.
''O JOGO VIROU'': THE GAME TURNED INTO FASHION, CULTURE, AND A VOICE
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The “O Jogo Virou” campaign was part of an integrated communication strategy designed to expand Free Fire’s presence beyond the gaming universe. The goal was to show the audience that the game had evolved into a true cultural phenomenon — a symbol of style, self-expression, and, for many, a new path of representation and social transformation.
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The initiative featured an official film broadcast across multiple media channels — including a prime spot during “Fantástico” on Rede Globo — as well as OOH activations in subways, buses, billboards, and city banners. A large-scale campaign crafted to spark curiosity, foster pride, and strengthen the sense of belonging among fans, while celebrating Free Fire’s impact as a social and cultural movement.
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MAIN ACTIONS
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The campaign unfolded through a series of hybrid and interactive actions that connected Free Fire’s digital universe to the everyday life of the streets. Players from across the country could take part in an augmented reality experience where, by pointing their phones to the sky in specific locations, they could see virtual drops falling — containing prizes, free items, and exclusive in-game content.
Beyond the digital interaction, physical drops inspired by Free Fire’s visual universe were created and distributed in communities and events, while collaborations with influencers helped amplify the campaign’s reach across social media.
RESULT AND IMPACT
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The campaign achieved remarkable results, including:
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• Outstanding levels of organic engagement across social media.
• A stronger and more meaningful brand perception among players.
• Significant growth in the active player base.
• Expanded reach throughout Brazil — solidifying the country as one of Garena’s most important markets worldwide.
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RE​COGNITIONS & AWARDS
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The campaign was featured in major creative industry awards and publications, including:
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• Two Silver Lions at Cannes Lions 2022 (Social & Influencer and Gaming categories).
• A nomination at Clube de Criação São Paulo.
• Mentions in leading media outlets such as Meio & Mensagem, B9, Adnews, and Fast Company Brasil.
• Recognized as a benchmark in cultural integration between gaming and Brazil’s peripheral communities.
MY ROLE IN THE PROJECT
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I worked as an Art Director, focusing on bridging strategy and creativity in close collaboration with the AKQA team. I was responsible for developing the campaign’s visual identity and creating assets for social media and OOH, ensuring aesthetic consistency and cultural relevance across all touchpoints.
I also contributed to the creative direction of the official film, helping define visual references, graphic compositions, and design elements inspired by the game’s universe, making sure every detail captured the essence and cultural impact of Free Fire.