How movements (and brands) found a home in the game
| | | |  | | | | | | AdFreak | | | | June 26, 2020 | | By David Griner |
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| | | From Escapism to Activism: How Animal Crossing Became a Warm Reflection of 2020 | |
 | | | Most days it feels like virtually nothing is positive about 2020. But maybe that's because much of the positivity is happening virtually. Brands were quick to jump on the popularity of Nintendo's Animal Crossing: New Horizons, but a more fascinating trend is how social causes from Black Lives Matter to Pride Month have embraced the game as a global platform for expression. Frequent Adweek writer Mitch Reames takes an in-depth look at how Animal Crossing has grown from digital escapist getaway to a hub of community that has largely managed to avoid the many negatives that have befouled this year. Speaking of which, wishing you a warm weekend of mental escape and solid turnip sales, David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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