Concept Capers

A playfully irreverent card game inspired by the quirks of the creative industry

Concept Capers is a campaign that takes a satirical look at the absurd and amusing creative sector with a focus on the ideation process. It revolves around a quick-play card game set inside a fictional (but frightfully familiar) studio called OverBrand and offers a humorous take on the hilarious, absurd, and harrowing things we’ve all experienced.

The game, while central to the campaign, is really just a vehicle for delivering its key message – creatives need to play more. It’s something of a take on the over-corporatisation of design. Great ideas don’t always start a client brief, and we’d all benefit from more opportunities to experiment and play with creativity.

Visit the website

Work hard or play hard? Introducing the wider idea.

The website allows you to toggle between work and play. The work side functions as a promotional website for our fictional agency, while the play side shows off the game.

Both sides following the same content structure, but focussing on delivering different aspects of the campaign.

We’re not like other agencies...

OverBrand is the fictional focal point of the campaign. Everything from the agencies positioning and tone-of-voice, to the client case studies and staff profiles was created to be a reflection of the modern creative agency and industry culture. That meant embracing the hilarious studio clichés we all know and love, as well as the nonsense things that drive us mad!

In the game, players take on the role of a creative professional, leveraging the skills of their colleagues to outsmart their opponents in a creative workshop. We worked with Nick ‘Hammo’ Hamilton to bring our agency characters to life, each capturing the associated stereotypes of various job functions while remaining sensitive and unique.

A guerrilla campaign masked as a recruitment drive

Recruitment ads for our fictional agency OverBrand serve as a covert way of promoting the game where creatives live and work, whether online or in print and posted outside prominent London agencies. It provokes creatives to think about how much time and space they have to really play with ideas in their current role.