Client: EA Title: Dead Space 2 Creative Directors: Colin McRae/Tony Vazquez Art Director: Justin Hargraves Copywriter: Eric Molina Producer: Jeremy Arth Winner, Mi6 Video Game Marketing: Most Outstanding Overall Campaign
Based on the insight that “A mom’s disapproval will always be an accurate barometer of something cool,” we were able to advertise one of the year’s most grotesquely offensive and gratuitously violent video games by barely showing any of its explicit content. As you can probably guess, all we had to do was show the genuine reactions of unsuspecting middle American moms to actual game footage.
This fully-integrated campaign was shortlisted for Titanium at Cannes, where it won two bronzes for digital advertising. It went on to win gold at the One Show, Clios, and was further recognized by every major award show in the industry.