What better way to express esports’ athletic nature than with a high-performance water brand? To support Danone-owned Volvic’s “Find your Volcano” positioning, we found a gamer equivalent – “tryhard”, the moment when you’re so deep in the zone that you’re capable of miraculous feats on the digital playing field.
Thus armed, we partnered up with French YouTuber Vinsky to ask the FIFA community to “find their volcano” by embarking on 3 in-game challenges requiring skill, motivation and perseverance. In less than a week, 1400+ user-generated videos were shared across social platforms.
And as tryhard spirit deserves just compensation, the 10 most magnificent goal-makers of each challenge received customised consoles, controllers and football jerseys (soccer, for the Americans out there).