TOKYO, JAPAN – To mark popular the 12th anniversary of popular tower defence mobile game The Battle Cats, creative innovation company R/GA and PONOS are shaking things up by bringing the game’s strategic depths into the spotlight with an inspired fusion of art and gameplay.
The campaign, titled ‘The Way of the Cat’, draws inspiration from Japan’s Sengoku period—a transformative era of tactical mastery and conflict in Japan. By blending art, gameplay, and storytelling, it highlights the game’s surprising depth and strategic appeal, shifting perceptions of The Battle Cats from merely quirky and cute to a rich, strategy-driven experience.
Central to the celebrations are two cinematic films inspired by classic Samurai cinema.
To bring this vision to life, R/GA proposed the Sengoku concept, a centrepiece that captures the game’s intricate battles and strategies. To complement this, the modern Byobu serves as a striking element, visually connecting in-game artistry with the campaigns narrative. This cohesive approach sparked an in-game Sengoku-themes event, enabling players to immerse themselves the the game’s rich storytelling. Social media tactics further invite players to explore and engage with the game’s strategic layers.
PONOS’ COO and Managing Director Seiichiro Sano said, “As we celebrate 12 years of The Battle Cats, we’re excited to challenge perceptions and showcase the game’s strategic depth. This collaboration with R/GA honours our heritage while inviting new players to experience the thrill of tactical gameplay in a fresh way.”
Masaya Nakade, Executive Creative Director at R/GA Japan, added, “Our aim was to elevate the perception of The Battle Cats by weaving together art and strategy to capture the game’s true essence. Through Sengoku-inspired storytelling and high-calibre visuals, we’ve crafted an experience that celebrates the game’s unique creativity and challenges players to appreciate its depth.”
CREDITS
Client: PONOS Corporation
Creative innovation company: R/GA
Executive Creative Director: Masaya Nakade Group Creative Director: Marta Caseny Associate Creative Director: Sasha Barkans Group Strategy Director: Roana Bianca Brito Executive Content Producer: Shoko Akutagawa Executive Producer: Joel Simon-Vermot
Senior Producer: Matt Howard
Managing Director, Japan: Anthony Baker Group Account Director: Naru Kudo
Account Assistant: Kimiya Yoshida
Associate Design Director: Charles Lai
Senior Copywriter: Aoi Nameraishi
Senior Copywriter: Natsuki Morishita
Senior Copywriter: Alex Morris
Senior Art Director: Aaron McCann
Marketing Sciences Director: Marc Williamson Senior Analyst: James Binnie
Connections Group Director: Mathieu Konnert
Film Production Company: Y’s Inc. Producer: Taro Iwato
Producer: Rikiya Saito
Production manager: Hideaki Nakajima Director: Kazuma Kitada Cinematographer: Andrzej Rudz Photographer: Yasushi Mori
Illustration Production Company: VEHICLE Inc. Producer: Takumi Goto
Producer: Kaede Okuno
Illustration Artist: SEGAWA Thirty-Seven
Media: Dentsu Inc.
