TITANIUM GRAND PRIX Cannes 2008 : HALO 3 GAME : Believe :

the biggest release in entertainment history


Title: BELIEVE
Advertiser/Client: MICROSOFT
Product/Service: HALO 3 GAME
Entrant Company, City: McCANN WORLDGROUP, San Francisco
Country: USA



Credit Details:
Name Position Company
Scott Duchon Creative Director T.A.G.
Geoff Edwards Creative Director T.A.G.
John Patroulis Creative Director T.A.G.
Nate Able Art Director T.A.G.
Tim Stier Art Director McCann Worldgroup San Francisco
Ben Wolan Art Director T.A.G.
Elliot Harris Art Director McCann London
Mat Bunnell Copywriter T.A.G.
Rick Herrera Copywriter T.A.G.
Cameron Mitchell Copywriter McCann London
Hannah Murray Producer T.A.G.
Vince Genovese Producer McCann Worldgroup San Francisco
Mike Harris Strategy Director T.A.G.
MJZ Production Company MJZ
GO Film Production Company GO Film
Rupert Sanders Director MJZ
Simon McQuoid Director GO Film
Andrea McArthur Editor Rock Paper Scissors
Matt Murphy Editor Rock Paper Scissors
Dick Gordon Editor Spot Welders
Connor McDonald Editor Filmcore San Francisco
Erin Wendel Art Director Maclaren McCann
Stan Winston Studios Figurines Stan Winston Studios
Lauren McCrindle Copy Writer Maclaren McCann
New Deal Studios Miniature Landscape New Deal Studios
Interactive AKQA San Francisco and London



Description:
The marketing idea needed to be big enough to matter to our broadest group; but feel genuine and authentic to our core. At the center of the Halo universe is a simple story focused on a hero, Master Chief. As his story unfolds through the trilogy, it is full of tales of bravery, duty, sacrifice, friendship, and selflessness. These themes are consistent with the qualities of real heroes and classic storytelling throughout history, they are universal and timeless - they speak to all of us.


Launch And Execution:
To garner interest outside of hard-core video game fans for the release of Halo 3, we created an emotional campaign that emphasized the heroism and humanity of its lead character Master Chief that included: A "Museum of Humanity' An actual 1200 ft diorama A film of that diorama for TV and Cinema An immersive online diorama website Web films of 'war veterans' A fictional documentary of the diorama 'Making Of' A touring exhibit of fictional war photography Murals Guerilla elements Fictional music programs A tour of the diorama Even postage stamps


Results:
The result? Halo 3 became the biggest release in entertainment history.