Our mission was to show that, no matter how dull it may seem at first, any time is a good time to play. With an army of creators we set about turning the mundane into the extraordinary, from beatboxers making music in a library, to cult heroes gamifying porridge.
The campaign culminated in one-off pop up event in London like no other, where guests played a human slot machine, musical bingo and giant card games. Oh, and we got a gospel choir to sing karaoke – because why not?!