How do you tease a Teaser?

From the moment that over 300,000 attendees arrived at Gamescom Convention in Cologne, Germany, we wanted one question repeating in their heads—what is that icon we see everywhere?

The answer? The logo for Everywhere, an upcoming metaverse gaming experience from Leslie Benzies, the creator of Grand Theft Auto. Launching their long anticipated teaser at Gamescom Day 1.

We filled the streets, bridges, and even took over the airport with the logo, driving up curiosity, social engagement and anticipation from all the gamer fans waiting on Discord, Twitter, Reddit and more.

Here’s how our mission unfolded: