Free Fire is a globally popular battle royale mobile game developed and published by Garena. It was initially released in 2017, quickly gaining traction due to its compatibility with lower-end smartphones and its highly engaging, fast-paced gameplay.
Free Fire is one of the most downloaded mobile games globally, with over 1 billion downloads on the Google Play Store as of 2021.
In 2021 the brand partnered with AKQA to launch it's first positioning campaign.
INSIGHT
Free Fire is way more than a game.
In Brazil, Free Fire is way more than the most downloaded and played game of all time. It is a phenomenon that has entered the local culture in countless ways. It has turned into a style, lifestyle, career, family, and dream.
IDEA
The game turned [fill the gap].
The game turned into style.
The game turned into family.
The game turned into drops.
A modular campaign that portrayed Free Fire as more than a game and opened possibilities for a series of activations.
The Real Airdrop was one of the activations launched under the brand new campaign platform.
