Perhaps they're making an RPG in which you play as a large body of water or the concept of Wednesdays. Perhaps they're conjuring a whole, actually new genre of fantasy - something the marketing people can't summarise by cramming "punk" onto the end of a familiar word and acting like they've just discovered penicillin.
What a killer as paragraph
Ändere meinen Verstand. The LÄND ist ein voller Erfolg. Jeder redet darüber und die Kampagne bekommt mehr Aufmerksamkeit, als alles was es davor gab.