Mariah vs the Dragon

The Brief: Showcase the power of alliances in the game Game of War with a campaign that works globally but packs an extra punch in Asia.

The Answer: Marry the game’s help-is-on-the-way mechanic with Mariah Carey’s “Hero”—a song that still dominates Asian charts. The result? A full 360 campaign built around the epic spot below.

The Plot Twist: When we pitched the idea, a producer jokingly suggested casting Mariah herself instead of just using her song. Our deep-pocketed Silicon Valley client took it seriously. So, we rewrote the spot—reluctantly at first, fearing she’d undercut the humor. But once the wheels were in motion, there was no turning back.