Roger Darnell
DWA for ATTIK
+1.828.264.8898

For Immediate Release

SAN FRANCISCO – (Aug. 3, 2009) – Global creative agency ATTIK (www.attik.com) is very proud to detail its leading role in creating both the brand identity system and a successful integrated campaign for the popular tween-targeted MMORPG from Sony Online Entertainment LLC (SOE), Free Realms™.  The free-to-play, family-friendly online video game launched on April 28th and has since attracted over four million registered users.  It features a complete visual system, including logo art, color palette, typography and graphic elements created by ATTIK's artists under the direction of associate creative director (ACD) Stan Zienka.  Also contributing to the game's increased visibility is an integrated advertising campaign conceived by ATTIK ACD Ron Lim and other members of the team in San Francisco. 

"Developing a new IP for tweens and teens is challenging in itself, and to be able to successfully appeal to other age groups, as Free Realms has, is a huge accomplishment," said Laura Naviaux, Senior Director Global Brand Marketing, Sony Online Entertainment.  "ATTIK clearly understands the needs, wants, and desires of the youth demographic and created a relatable voice that permeated all elements of our campaign."

"We started with an understanding of the game’s story, and then considered how the player would exist within it," began Stan Zienka.  "Free Realms is a highly immersive game with a strong sense of community and personal connection, so we needed artwork and a visual system that reflected that.  The custom title typography and use of the graphic vines was a logical choice; it was unique and flexible enough for the wide variety of communications we were going to be creating.  What started off as loose sketches were then refined to make a master set that was then modified for use in print, television, display and online."

Calling to mind scenes of daring quests set against a magical landscape, ATTIK's visual system for Free Realms features a rich palette of deep orange and blue tones, and the enchanting scheme also carries over into the packaging and design of the Free Realms Trading Card Game.

ATTIK’s integrated approach flowed seamlessly from identity creation and branding into advertising.  In the words of Ron Lim, "We were presented with a big challenge: how to successfully launch an MMO in a landscape crowded with them, to both boys AND girls."  Among their campaign-defining contributions were the tagline “You Rule!” which was ultimately used in rich media executions and TV spots, and the connection of SOE with songwriters Robbie Nevil and Matthew Gerrard, the team behind hit songs from Miley Cyrus, Kelly Clarkson, Jordan Sparks and more.  The pair wrote an original theme song for the game entitled "It's Your World," which was recorded by Jive Records recording artists The Dares, released prior to launch, featured in the TV spots, and is now on sale via iTunes.

Working with the visual system and the game's central theme of "freedom to be who you want to be," Lim and his colleagues concepted a number of interactive online ads and two TV spots.  Online ads included several hybrid executions produced in cooperation with Interpolls, as well as game-based online ads produced by ATTIK and Powerhouse Animation.  The first online placements occurred on April 29 on tween-targeted websites including those for Cartoon Network, Real Arcade, Addicting Games, Nick.com, Neopets.com. 

Discussing the TV spots, Lim explained, "We created two spots that show the player being deeply involved in the game and co-existing with the crazy characters who inhabit Free Realms... sort of a look behind the scenes of the games and the players, where they get prepped and ready to play."  Produced and finished through Sabertooth Productions, the spots entitled "Ninja Prank" and "Super Ego" debuted in mid-May on Nickelodeon, Cartoon Network, The Disney Channel, Animal Planet and ABC Family.

Stan Zienka shared these parting thoughts.  "Free Realms offer players immense depth and a highly personalized sense of involvement," said Zienka.  "This allowed us to really believe in the strategic aspect of gaming freedom and the 'You Rule!' messaging.  What made this project especially rewarding was that our team was able to create a fresh game identity and personality, and then combine those brand solutions with smart messaging to help produce an incredibly successful launch."

ATTIK's project team also included account director Andy Giles and senior broadcast producer Jeff Beverly.

For more information on Free Realms, please visit www.freerealms.com.

About ATTIK
ATTIK (www.attik.com) is a global creative agency committed to designing extraordinary creative experiences that inspire consumers through compelling communications.  ATTIK's strategic planning, design, advertising, production, client service and young-adult research expertise have driven success across an array of consumer product and service categories.  ATTIK articulates corporate brand strategy, designs creative solutions for advertising, below-the-line and online media, ensuring target audiences are vitally connected to every facet of its clients' brands.  For inquiries, please call Ric Peralta (Ric@attik.com) at +1-415-284-2600.

About Sony Online Entertainment
Sony Online Entertainment LLC (SOE) is a recognized worldwide leader in massively multiplayer online games, with hundreds of thousands of subscribers around the globe. SOE creates, develops and provides compelling entertainment for the personal computer, online, game console and wireless markets. Known for its blockbuster franchises and hit titles including EverQuest®, EverQuest® II, Champions of Norrath®, Untold Legends™, and PlanetSide®, as well as for developing Star Wars Galaxies™, SOE continues to redefine the business of online gaming and the creation of active player communities while introducing new genres on various entertainment platforms. Headquartered in San Diego, CA, with additional development studios in Austin, TX; Seattle, WA; Denver, CO; Tucson, AZ and Taiwan, SOE has an array of cutting-edge games in development.