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By Audrey Kemp | LA reporter

November 7, 2023 | 3 min read

‘Save the Zombies’ promotes personal hydration, zombie nutrition and the new Call of Duty: Modern Warfare III, which introduces the undead to the video game franchise.

In a world where zombies roam the streets and feast on brains, one water company and one video game franchise have taken a stand for the undead.

Liquid Death, the purveyor of canned water with a metal edge, and Activision’s Call of Duty: Modern Warfare III have today unleashed a new co-branded campaign, ‘Save the Zombies,’ in a bid to protect the rights of the formerly living.

The faux PSA, released today, introduces audiences to ’Petu’ (People for the Ethical Treatment of the Undead), a tongue-in-cheek organization modeled after Peta (People for the Ethical Treatment of Animals), that’s dead serious about how personal hydration keeps our reanimated friends nourished when they feed on our brains.

The work also promotes the new Call of Duty: Modern Warfare III, which launches November 10. The new game comes with a new gameplay mode called Modern Warfare Zombies that marks the first time zombies have entered the Modern Warfare franchise.

According to Activision, the new Modern Warfare Zombies boasts the franchise’s largest map ever, as well as a multiplayer mode that lets players team up with other squads to survive and fight massive hordes of the undead.

Liquid Death’s in-house production company, Death Machine, ideated and developed the campaign.

“This idea came from a simple question we asked ourselves: if zombies really existed in the world, what would Liquid Death do about it? The answer was pretty obvious,” Andy Pearson, Liquid Death’s vice-president of creative, told The Drum.

“As a cause-driven brand, we would oppose the slaughter of zombies. The fun of this is entering the world of the entertainment franchise we’re partnering with and seeing where we fit in like we’ve done before with The Boys. This was one of those partnerships that came really naturally. There’s a lot of mutual admiration on both sides, so when we met the Activision team, the whole thing came together really seamlessly.”

Seeking more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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