6 million gamers
unite in paper craft
Communication Concept: Paper Gang
Payday 2 is a online game with an international community of more than 6 million members. Kuf complemented their global campaign with a concept of a whole new mechanism, where we designed and created unique paper figures based on the game’s characters, environments and accessories. The campaign included a thought-provoking treasure hunt including both analogue and digital clues, which players could find by folding the paper figures. Kuf also came up with the idea of creating a paper craft competition where the winners design became a new in-game character. Community involvement became immense. The concept provided a new way for gamers around the world to interact with each other, experience the Payday 2 brand offline and a collection of merchandise that previously did not exist.