Once you pop (your clogs), you can't stop

Graphics in videogames are so good nowadays, it's almost as if you could reach into the screen and touch them... or that they could do the same.

Such is the fun thinking behind Grey's deceptively complex campaign for Pringles, working with Xbox, videogame West of Dead, and streaming service Twitch to help gamers and viewers Meet Frank.

Kicking off with a stunt [seen below] yesterday evening, in which viewers of gaming influencer ‘Leahviathan' saw a zombie from West of Dead drag itself through the screen into her room after she popped a pipe of Pringles, the campaign continues with a series of spots showing Frank's assimilation into normal life, alongside the character taking over Pringles_UK and RawFury’s Twitter accounts to interact with gaming fans across Europe.

After two weeks, Frank will return to West of Dead, invited by his makers at Raw Fury, as a socially-savvy, Pringles-eating character that will be an easter egg for players everywhere.

“In this approach, we thought less like a snack brand and more like a gaming brand," explains Laura Jordan Bambach, CCO at Grey in London, "creating something that gamers can engage with, not just advertising but in the game itself.”

“When Pringles and Xbox offered us the opportunity to co-create a gaming campaign," adds Susie McBeth of Raw Fury, "we knew instantly that the quirky fun of the campaign was a great fit for West of Dead. Getting to transcend the game space by having Frank pop into the real world, interact, and then return to our game has been an exciting experience. We are delighted that we have a new permanent resident in Purgatory, and we can’t wait for all our players to meet him.”