A Celebration Worthy of a Half-Century
The 50th anniversary of Dungeons & Dragons (D&D) marks a monumental milestone for the iconic game that has shaped the imaginations of millions around the world. Since its creation in 1974, D&D has evolved from a niche hobby into a cultural phenomenon, influencing video games, films, literature, and popular culture.
Creating the Human Connection
We believe the strength of D&D, at its core, is the experience you share with your party - the group of people you regularly meet up with to play out campaigns and stories, that forge friendships to last lifetimes.
Our goal for the product line and the marketing campaign is to connect our audience with that feeling of nostalgia. D&D has a special way it brings people of all ages together, where multiple generations create a solid community that love the game deeply. Often, when I come across a fellow player, there is an unspoken bond that you share. This is the connection we are capitalizing on.
A juxtaposition of the past and the present. Our video starts with a group of veteran players going through an encounter. At the story's climax, an important dice roll morphs the players into their younger selves, celebrating a successful "Nat 20". As the scene plays with both the adult and young versions of our characters around a table, the overarching message of the campaign takes shape -- yes, this product line is a celebration of the 50th milestone, but more importantly, it is a celebration of the players that have molded the last half-century, and will continue to shape its future.
A Robust Accessory Line
To mark the huge milestone, the line is created with premium materials and finishes, a two-toned look of red and gold that embodies 50th and speaks to all fans of D&D.
Shoutouts: Nolan Englund (Video) • Ken Pilapil, Jaime Lee, Albert Molina, Vince Kuoch, Danielle Ussery, Xavier Russell (Design) • Dekan Wheeler, Justin Cole (Product Management) • Jennifer Wu (Marketing) • The Hero Workshop, Culver City CA
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