• by Steve McClellan  @mp_mcclellan, October 13, 2022

The launch of Blizzard Entertainment’s team-based action game Overwatch 2 is being supported by a global integrated advertising initiative from its new agency Cartwright.

The campaign, called “Unleash Hope,” features tennis great Naomi Osaka, singer Grimes and an array of influencers.

The game itself features many new elements including a free-to-play model and a host of new heroes and characters.

According to the companies, the campaign is a “celebration of hope and optimism” that underscores the team approach to the game.  

Blizzard is touting the game’s inclusivity as its playable roster of heroes are physically diverse and hail from all parts of the world.

Osaka and Grimes appear in the fast-paced ads and will be supporting the launch on their respective social platforms.

Blizzard has also created a series of outdoor ads that will be placed in visible markets including New York, LA, San Diego, Toronto, London and Seoul.

Keith Cartwright, founder and Chief Creative Officer at Cartwright says additional campaign elements will include Twitch, TikTok and other social channels and that assets will range from user generated content to collaborations with influencers and celebs.