To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today’s marketing moment was chosen by Scott Duchon, chief creative officer at TwoFifteenMcCann. Below, find out why Halo 3’s ‘Believe’ campaign is his favorite marketing moment.
Halo 3’s “Believe” campaign took the fiction of a video game and made it real. It was one of those moments that signaled the magnitude of video games in culture.
The campaign was built around the idea of honoring a hero who saved humanity in 2554, but looking back on his heroics from a historical context. We built a real miniature diorama of a massive battle as if it were in a museum in the future. We created a TV spot and an interactive fly through of the diorama where you could interact with some of the characters in the diorama and see them in the future as Veterans who tell emotional stories of serving alongside Master Chief.
Besides being one of the first truly integrated campaigns, one of the things that still stands out was the craft that went into every piece. It might just stand the test of time, even beyond 2554.