ACTIVISION
Will Kassoy
Tom Silk
Susan Hallock
Sr. VP, Global Brand Mgmt.
Dir.-Global Brand Mgmt.,
Hardcore Titles
Dir.-Mktg. Comm.
DDB
Kevin McCarthy Group Creative Dir.
Jeff Spiegel Group Creative Dir.
Marcus Wesson Assoc. Creative Dir.-Art Dir.
Miguel Caballero Assoc. Creative Dir.-Copywriter
Paul Sears Acct. Super.
Carole Ferrari Producer
Markruss von Heintzkeever Minister-Integration
PROJECT C
THE ANT FARM
CALL OF DUTY 4 WORLD LEADERS
Taking the Call of Duty 4: Modern Warfare game head-to-head
against Microsoft’s Halo 3 while convincing jaded hardcore
gamers that it was the better choice became an epic battle.
The strategy: As expert reviews matter most to gamers, who better
to review an ultra-realistic videogame than the most notorious
war-mongering political leaders? Viral videos featured the likes
of Putin and Ahmadinejad in a hilarious take on game reviews,
which translated into sales that made Call of Duty 4 the top-selling
game of the year.
GOLD WINNERS
USO
USO
John Hanson
Mark Phillips
Sr. VP-Mktg. & Comm.
VP-Corp. Comm.
WILLIAMS WHITTLE ASSOCIATES
Martha Wilcox Exec. VP
Julia Roderique Acct. Dir.
Rich Park Creative Dir.
Alisa Caparso Producer
Karen Bender Media Outreach
PATRIOTIC SIX
More than 500 worthy causes vie for public service advertising
airtime every month, far more demand than supply. The USO,
leaned on more than ever as U.S. troops entered year five of the
war, needed to turn public service advertising directors into USO
advocates so they would wield their powerful influence to get the
USO's message out. As a result of this uncommon campaign, the
influencers made their decision. The USO became the No. 1
most-aired public service advertising in the country.
