40 Blades of Grass: A Game of Dares

An Advertising Campaign sponsored by:

THE CONCEPT

the concept is simple.

the dares aren't.

...so what are you waiting for?

we dare you to play

THE RULES

the cards

The Cards

All cards are to be placed in a randomized stack

500 total

150 easy dare cards (2 pts each)

200 medium dare cards (4 pts each)

150 hard dare cards (6 pts each)

Double Dog dare cards (wild cards)

playing the game

Playing The Game

A round is completed once a player has reached 24 points.

Once a player wins 3 rounds, he or she wins the game.

If a player chooses not to complete a dare, they will lose the number of points written on the card

It is possible to obtain negative points

If a card if unplayable in the given environment, it can be skipped

Each player is allowed 1 skip per game

It is up to the group’s discretion if the dare was completed

action cards

Action Cards

Steal a Dare: if this card is picked up, place it to the side and pick up another dare card from the pile. This card is played when another player wants to steal another player’s dare

This card may be used at any point in the game (even when it is not the player’s turn)

Skip: Use this card to skip a turn (must be the players turn once it’s picked up

Reverse: This card reverses the order of turns of the group

The Campaign

RESEARCH

Themes from Cards Against Humanity: humor and creativity

→ Integrate themes into 40 Blades of Grass

Benchmarking our own marketing efforts off of those of the successful “Cards Against Humanity” that we will ideally see primitive success with our efforts in reaching our target market.

We wanted to identify geographical locations that featured a growing
population of our target market. These locations typically include cities with colleges or areas where college students are visiting frequently for vacations.

The timing of when a game is released is crucial to whether it is successful or not.

→ 16-23: Prime season during the academic calendar year

→ 24+: Prime season during the holidays

objectives

MAIN

To create a fascinating game that our audience will not want to stop playing

target audience

To gather information relating to the purchasing decisions and customer segmentation of consumers within the target market

branding

To isolate the characteristics of the brand to see what is most compelling and dissuasive of it, so that the brand can be marketed at its upmost potential

product

To gain information on what consumers find most appealing about a products' physical appearance and use that research analysis when assembling the product design

S

W

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T

ANALYSIS

CREATIVE EXECUTIONS

Instagram Execution	Instagram Execution	Instagram Execution
Instagram Execution	Magazine Execution	Snapchat Filter Execution
Snapchat Filter Execution	Snapchat Filter Execution	Snapchat Filter Execution
Video Execution pt. 1	Video Execution pt. 2	Video Execution pt. 3
Video Execution pt. 3