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Call of Duty 4: World Leaders Campaign

Award: Wood Pencil

Wood Pencil / Viral / Viral Films / 2008

We raised awareness of the game and showed gamers that the Call of Duty franchise’s move from World War II to the arena of modern warfare would make the game even more exciting. Who better to endorse Call of Duty 4: Modern Warfare than the experts – war hungry world leaders? Viral video reviews of the game were created by Ahmadinejad, Cheney, Putin, Kim and Qaddafi, who, being mercurial, capricious dictators, loved aspects of the game and found parts of it disagreeable. The videos were seeded in gamer sites and forums where they quickly spread across the internet. Call of Duty 4: Modern Warfare became the number one selling game of the year with over nine million units sold.

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