VR for everyone

Global – Radeon’s new campaign for a gaming graphics card breaks convention with stereotypical aesthetics.

• Radeon specialises in computer products, including graphics, processing units, random-access memory, RAM disk software and solid-state drives
• Gaming is no longer a niche pastime but an important part of mainstream culture that is driving visual trends

Typical adverts for gaming technology focus on a clean aesthetic that celebrates technical aspects of hardware, such as latency, frame rate and heat retention. Agency Brand & Deliver has flipped this notion on its head with its latest campaign.

It has created protest-themed posters with slogans such as: ‘Silence the GPU’ and ‘VR is not just for the 1%’, to run outdoors and in print, in several global markets, including Germany, South Korea and Turkey.

In tandem it has rolled out a video campaign urging gamers to Join the Raedon Rebellion, promoting its next-generation LiquidVR graphics cards, which are designed for VR headsets such as the Oculus Rift and HTC Vive. So far the video has had more than 400,000 views on YouTube, a particularly impressive figure given most launches of gaming graphic card launches are considered niche.