Merck Periodic Odyssey — Tadhg: ACD & ADVENTURER.

Shorty Award Winner: Gold

With the pandemic’s shift to remote learning, gaming became just a click away from the classroom.
Which sent kids’ attention spans out to recess.
So to help parents and teachers keep learning alive, Merck and Minecraft created Periodic Odyssey: a quest to mine every element of the periodic table—all within a digital world that would’ve made my 6th-grade self spit out his Uncrustable.

High Scores:

1,000,000+ downloads in the first 12 weeks
58 million global impressions
30,000 clicks  to the landing page

This case study has the full scoop, but keep scrolling to see how the campaign unfolded.

Agency: Ogilvy NY
Game Map Developer: Blockworks
Creative Director: Satyen Rao
ACD: Winston Noel
Sr Art Director: Tadhg Ennis
Sr Copywriter: Don Foshay
Jr Copywriter: Mike Bottorff

Periodic Odyssey

First, a social trailer launched to get parents and kids psyched.

Then we posted hints on social to help guide players on their digital dig.

Influencers got in the mix too and gave their
thoughts on the game.

Periodic Odyssey

First, a social trailer launched to get parents and kids psyched.

Then we posted hints on social to help guide players on their digital dig.

Influencers got in the mix too and gave their thoughts on the game.

Influencers got in the mix too and gave their
thoughts on the game.