Is there anything more exciting than getting your hands on a rare Pokémon card?
The reactions of the children in this film would suggest not.
To introduce a new audience of players to the cultural phenomenon that is Pokémon cards, we filmed genuine reactions of young fans discovering rare cards in their packs. The screams of delight, shocked silences and celebratory dance moves recorded leave in no doubt the depth of emotion involved.
The campaign, which has launched across UK, Italy, Germany and France, was produced by Beyond Studio and directed by Joe Shaw, whose recent work includes films for Google, Barclaycard and Next.