Locked In
Problem Objective
To shift the perception of energy drinks from chaotic and overstimulating to a focused fuel that supports immersive gaming experiences.
Concept Solution
Locked in positions, Reboost as the ultimate focus fuel for gamers, turning their obsession with immersion into a badge of honour through bold storytelling, absurd scenarios, and unapologetic energy.
Billboards
Traditional print media delivers impact through bold design and sharp humour, and we leaned all the way in. Our posters and billboards used chaotic, copy-driven storytelling to create absurd scenarios that gamers would completely ignore, because when you’re locked in, nothing else matters. Designed to stop people in their tracks, these prints brought the campaign’s tunnel-vision energy into the real world.
Social Media
Social media brought the Locked In energy to life with bold, absurd, and unapologetically chaotic. Each post turned everyday distractions into wild, unhinged moments that gamers would proudly ignore. From static promos of Reboost’s new flavours to punchy, shareable quotes, the content was made to be scrolled, screenshotted, and shared. Designed to spark laughs and interaction, every post kept the immersion going, even outside the game.
Rationale
Locked In was created to shift how people see energy drinks, not as chaotic overload, but as focused fuel for immersive gaming. The goal was to speak directly to Gen Z gamers who take their obsession seriously. Through bold visuals, absurd storytelling, and unapologetic humour, the campaign turns distractions into a flex. From print to social, every touchpoint was designed to mirror that tunnel-vision intensity gamers know all too well. This wasn’t about just selling a drink, it was about owning a mindset.