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To target the growing gaming market and its youth audience, Saatchi & Saatchi created a fully functioning robot that can interact, learn and, of course, game.
We haven't created a robot; we have created a beast. And he goes by the name of FRHANK, or the Fridge Raiders Hunger Automated Nutritional Kit.
He has been likened by one of his creators to a 20-stone prop forward after 20 pints of Stella. And it's true: there's nothing he loves more than wrecking zombies, normal people and, bizarrely, himself.
Two years ago, together with our partners at Kerry Foods, we decided to make Mattessons Fridge Raiders to gaming what popcorn is to movies.
This came to fruition with our first campaign, 'project MMM3000', in which we co-created a meat-snacking helmet with the gaming community. An entertaining solution to the age-old problem of sticky controllers and avoidable early-death situations.
FRHANK exploded into being in spectacular fashion in September last year, when a huge cube appeared in the garden of the YouTube gamer Ali-A (the conspiracy theorists haven't stopped talking about it since). Ali-A and his followers were tasked with cracking a code every day in order to open the box, culminating in an exclusive Minecraftmap. We made the codes super-tough but, honestly, some days the kids were cracking them in 45...