Need For Speed launches its latest adrenaline injected global campaign via W+K Amsterdam
Need For Speed has kicked-off its latest global campaign for Need For Speed – Tonight We Ride via Wieden+Kennedy Amsterdam.
The campaign launches with a new 90-second film ‘Paradise’, primarilty constructed out of game footage.
Aussie expats working on the spot include co-ECD Eric Quennoy and co-CD David Smith, ex Jamboree, Sydney.
Says Smith: “Rousseau said, ‘Man is born free, but everywhere he lives in chains’. Our campaign says, forget the chains, let’s get off the hook. It doesn’t get more relevant than that.”
The adrenaline-injected Need for Speed spot is the result of endless nights capturing by Ghost Games, internal production team, Mediaworks, and W+K Amsterdam directing the game’s hyper realistic next gen graphics, which allow the game to speak for itself.
The film showcases the fictional world of Ventura Bay, a place engrained in authentic car culture; a place where hitting insane speeds, sliding round corners in your customized ride alongside your friends and being chased by the cops is rewarded.
The racer’s paradise is aptly accompanied by a new arrangement of the Coolio track, Gangsta’s Paradise, soulfully played by an orchestra to bring a surreal sense of beauty to the insane domain of illicit street-racing. ‘Paradise’ is narrated with a dialogue from a counterculture ’60s classic film ‘The Wild Angels’ delivered by Rebel Célèbre Peter Fonda.
The film is live now with versions running online, and which will be accompanied in coming weeks by a social activation.