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Call of Duty: Black Ops II

Award: Wood Pencil

Wood Pencil / Digital Advertising / Integrated Digital Campaigns / 2013

After nine iterations, gamers thought they’d seen everything Call of Duty had to offer. So we positioned Call of Duty: Black Ops II as a game of wholesale innovation, rewriting the game launch playbook with a six-month story of near-future warfare and weaponry. First, we put a future weapon in the hands of YouTube hero FPSRussia. Then hijacked an NBA playoff game with a chilling, category-breaking documentary and created an app with Bad Robot to showcase future weapons. Everything culminated in a global launch campaign featuring a surprising cast of gamer icons.

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