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Landmark 'Halo 3' Marketing Campaign Debuts: A Hero Must Rise. Believe.
>> From the press release:
[QUOTE]
Every so often individuals are called upon to rise above themselves and act in a selfless manner - to help, to protect, to defend those in need. We call these people, who rise up in the face of great adversity, heroes. One such individual's story is about to be told worldwide. On Sept. 25, "Halo 3's" epic hero Master Chief will rise once again - he'll face seemingly insurmountable odds with the entire fate of the galaxy riding on his shoulders.
In memory of this hero, and helping build to what promises to be the largest entertainment launch in history on Sept. 25, a series of dramatic and evocative communications elements, created by McCann San Francisco, T.A.G., AKQA, and Microsoft Global Marketing will offer a stirring look at the "Halo" universe and Master Chief.
The first of the films, entitled "Museum," premieres today on http://games.yahoo.com and provides consumers everywhere with a reason to "Believe" in the amazing stories and action within the Halo experience, bringing the epic battles to life in the style of a museum "diorama."
Certain to catch the imagination of audiences around the globe, the ads are unlike any video game advertising ever created, and offer a powerful look at the world of "Halo". Uniquely, the campaign experience does not focus on "Halo 3's" graphics or gameplay, but instead looks at the themes that lie at the heart of the tale that spans the entire "Halo" trilogy: duty, sacrifice, and most importantly, heroism.
Through the eyes of celebrated Hollywood creature designer Stan Winston, known for his landmark work on Aliens and Jurassic Park;, as well as New Deal Studios, model creators for Spiderman 3, 300 and Superman Returns, and acclaimed director Rupert Sanders, people will experience a dramatic and moving look at mankind's struggle against our future enemy, the fierce warrior force known as the Covenant.
The central element that much of the integrated marketing campaign centers on is a painstakingly accurate replication of a key moment from a climactic battle set in the "Halo" universe. At over 1200 square feet, reaching a height over 12 feet above the ground and with each handcrafted human and Covenant figure standing eight to twelve inches high, the diorama was large enough to fill an entire studio.
[/QUOTE]
Full press release here.
High-Res 'Museum' ad here.
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