Unreal Mission
- Brand
- Unreal
- Year
- 2017
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Resn
Objective
UNREAL, a candy brand built on removing artificial ingredients, needed a Halloween hook that would carry Tom Brady's endorsement past a video spot and get people buying the seasonal boxes. Turning him into an interactive co-pilot let the brand link his star power directly to a purchase, since the payoff was hidden inside the packaging itself.
Solution
The game opens on a video message from Tom Brady briefing the player on the mission, then drops them into the cockpit of his space flight simulator for training, steering by gesture and motion rather than clicking buttons. Brady appears throughout as video cut into the interface, coaching the player through each maneuver as they chase down the villain Paul, who's made off with UNREAL's Halloween chocolate from the planet Ketarpu. The digital mission ties back to the real world: players who bought UNREAL Halloween boxes could find ticket codes and one of three skeleton keys inside, with a personal meet-up with Brady as the grand prize.
- 1
The campaign opens with a video message from Tom Brady, in character as an astronaut, announcing that his ship has been hacked and UNREAL's Halloween chocolate stolen, and recruiting volunteers to join him as co-pilot via a link to the mission briefing.
- 2
The link leads to a mission page on the brand site that sets up the story: the villain Paul, from the planet Ketarpu, has stolen all the UNREAL chocolate, and training alongside Brady is presented as the way to win it back.
- 3
A start button launches the experience into a full-screen scene with no standard site layout, built from video and animation rather than conventional web pages.
- 4
The player sits at the console of Brady's space flight simulator, facing a cockpit dashboard used to train as his second pilot.
- 5
Brady's own video clips are embedded in the game and react to the action, coaching the player through moments like a huddle with lines such as "Game speed, let's go!"; the player steers the ship and works through simulator exercises using swipe and gesture controls rather than clicking buttons, while the scene animates around them.
- 6
The session culminates in the mission to recover the stolen chocolate from Paul, with the completed training framed as reclaiming UNREAL's cargo.
- 7
Offline, buyers search UNREAL Halloween boxes for one of over 200 ticket codes, each guaranteeing a prize, while three hidden "skeleton keys" enter finders into a chance to meet Tom Brady in person after the season; rules and entry are hosted at getunreal.com, with no purchase necessary.
