Invisible North (IN), a global creative and marketing agency, developed a comprehensive multi-platform ad and brand campaign for the launch of SuiPlay0X1, the first-of-its-kind handheld gaming console with native web3 capabilities. It supports a wide range of PC games, as well as new AAA titles developed using Sui technology. The launch coincided with Korea Blockchain Week (KBW), where Mysten Labs, the original contributor to the Sui blockchain, kicked off presales for the handheld gaming device. The campaign, spanning online activations with real-world events, was designed to drum up excitement for this digital gaming breakthrough in the lead-up to its official 2025 release. To do so, IN headed to Seoul, South Korea for Korea Blockchain Week to turn the city into an ungated playground and redefine what a game launch could look like.
Since SuiPlay0X1 is an unconventional product, IN needed to come up with an unconventional campaign to break free from the established power structures of gaming. Marking this new approach to gaming technology, the “Ready / Sui // Play →” campaign allowed every gamer to become a part of the game. The launch began with seeds planted through bold out-of-home media, reimagining Seoul’s streets with a version of a roaming PC bang (a type of internet cafe or LAN gaming center) that took OOH directly to the people.
From these larger-than-life OOH installations to jaw-dropping events, every moment of this campaign was a portal into the future of gaming. Partnering with YGG, IN produced sponsorship zones for an epic gaming tournament where community and competition collided, giving gamers the chance to win a coveted SuiPlay0X1. IN also orchestrated a standout presence for Sui at the KBW IMPACT conference, ensuring they were at the forefront of the industry conversation. There were live gaming demos, bespoke merchandise, and performances, also created and produced by IN.
The cultural centerpiece was an unforgettable immersive experience at SJ Kunsthalle, a local gallery that mounts temporary art exhibitions, transformed into the “Ready / Sui // Play →” Clubhouse, where visitors stepped inside a 10,000 sq. ft. console and every level was brought to life. Gamers got to play beyond the boundaries of traditional gaming, where reality and entertainment were seamlessly fused into a living gaming landscape.
Korea Blockchain Week took place September 1-7, 2024. This marks IN’s fourth activation in the APAC market.
Invisible North is a global agency helping the world’s most innovative brands bring their story to life through experiences, film and content, and creative media.
Video Credits
Agency Leadership
Amber Ward, Co-Founder and CEO; Geoff Renaud, Co-Founder, CMO; Karen Devault, VP, Head of Accounts; Stefan Tauber, Head of Creative & Strategy; Donna Meredith, Head of Production; Nari Hamed, Head of Content
Project Leadership
Michi Ohira, Senior Creative Director; Amanda Murray, Senior Producer; Josh Kitts, Account Director; Tommy Petroskey, Creative Content Producer
Core Team
Kate Fagan, Senior Producer; Jeremy Correnti-Wood, Art Director; Julia Morris, Experiential Designer; Grace Lee, Senior Graphic Designer; Alice Chau, Senior Strategist; Tamanna Chowdhury, Strategist; Trevor Morgan, Senior Motion Designer; Marriam Elasser, Motion Designer
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More