Gaming hardware brand HyperX has extended its 'We're All Gamers' campaign to Europe, which will feature heavily in train stations across London.
The campaign will reach France, Germany, the UK and the Nordic region as well as social channels. It will cover 150 screens across the UK transport network over the next month.
Specifically in London, ads will appear across major transport locations including Old Street, St Pancras, Liverpool Street and Oxford Street stations, as well as hotspots in Berlin and Paris.
The campaign will feature HyperX ambassadors including streamers, pro gamers, musicians and footballers, such as Post Malone, Raphaël Varane, Marco Reus, Dele Alli, Casemiro, Shroud, Pokimane and Cloud9's Rush. It features them and their cartoon-like video game-style caricatures.
"The aim of the campaign is not only to build brand awareness for the 16-year-old gaming lifestyle brand but to challenge the stereotype of a gamer," HyperX said in a statement.
The campaign has been led by US-based agency Envoy.
Dele Alli, who became a HyperX ambassador last year, said: "I am very excited to become a HyperX ambassador. I love their product and have been using their products for a while now, becoming an ambassador was the next logical step – it made perfect sense. I'm looking forward to working with them in the future."
Rush, professional CSGO player, added: "Striving to become the best at CSGO is something special. I attribute my alias to the adrenaline rush I get from winning crucial moments in big games. It's really hard to match that feeling. HyperX helps me to achieve the thrill of winning."
"Following the success of the US campaign, which has been viewed over 700 million times after collaborating with NBA and US football talent, all of whom passionately game, it made sense to expand into those European countries and territories that generate billions for the gaming industry," said Paul Leaman, HyperX EMEA vice president.