McDonald’s Le Havre Docks and McDonald’s Grand-Quevilly introduced 24/7 home delivery and reached out to us to design a global launch campaign. One of the key targets? Gamers, particularly students, who represent a significant share of the population. In 2023, 12 million people in France were consumers and/or practitioners of esports. Events broadcast live on Twitch now reach spectacular audience levels. We wanted to bring this nocturnal audience together around an event that pays tribute to them, while positioning the brand as a like-minded partner that supports this lifestyle: A Call of Duty tournament streamed on Twitch, hosted by well-known figures from the scene, including ZaaKK7. The art direction draws inspiration from the neon green of night vision, a visual code instantly recognizable to gamers, as well as pixelation, an iconic reference to video games and digital culture. It was rolled out across all assets: social media posts, score banners, Twitch overlay scenes, and 3D animations for live alerts. The event reached a total of 262,600 unique viewers through the streams of 12 creators, not including the 135 participating players. Once mocked, the geeks whose playground is the night are now the new cool kids.