Invisible North has developed a boundary-pushing multi-platform campaign for the release of SuiPlay0X1, a first-of-its-kind handheld gaming console with web3 capabilities. This innovative console supports a wide range of PC games, as well as new AAA titles developed with Sui technology.
The launch was timed to coincide with Korea Blockchain Week (KBW), a major industry event where Mysten Labs, the contributor to the Sui blockchain, introduced the device with a presale.
Designed to redefine traditional gaming experiences, the campaign allowed gamers to become part of the experience. IN transformed Seoul into a dynamic playground, showcasing bold out-of-home (OOH) media and installations, providing an interactive street-level gaming experience akin to a mobile “PC bang” (internet cafe/LAN gaming center).
Beyond OOH activations, IN partnered with Yield Guild Games (YGG) to produce tournament zones where gamers could compete for a chance to win a SuiPlay0X1. Live demos, exclusive merchandise, and performances created a vibrant atmosphere at the KBW IMPACT conference.
One of the campaign’s standout moments was at the SJ Kunsthalle, a gallery space converted into the “Ready / Sui // Play →” Clubhouse. The venue’s 10,000 sq. ft. space was transformed into an immersive experience where visitors could step inside a console-like environment that fused gaming, reality, and entertainment into a dynamic, living landscape.
Held from September 1-7, 2024, Korea Blockchain Week served as the perfect backdrop for the campaign. This event marks Invisible North’s fourth activation in the APAC market, reinforcing their commitment to shaping global brand experiences.
CREDITS:
BRAND: Sui
AGENCY: Invisible North
- 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
- Michi Ohira, Senior Creative Director
- Amanda Murray, Senior Producer
- Josh Kitts, Account Director
- Tommy Petroskey, Creative Content Producer
- 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
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