LEISUrE ProdUCTS & SErvICES
dead Space 2
ELECTroNIC Ar TS INC.
Dana Marineau Sr. Dir. Advt. and Media
Shawn Conly Sr. VP, Dir. of Global Advt.
Dustin Shekell Sr. Advt. Mgr.
drAfTfCB SAN frANCISCo*
Colin McRae Sr. VP, Group Creative Dir.
Tony Vazquez Sr. VP, Group Creative Dir.
Eric Molina Copywriter
Justin Hargraves Art Dir.
Jeremy Arth Sr. Bdcst. Producer
Aushlee Cummins Asst. Acct. Exec.
Assoc. Media Dir.
YoUr mom hATES dEAd SPACE 2
Dead Space 2, a video game in the survival-horror genre, is the
sequel to one of the most grotesque video games ever. But this
genre is a little too gruesome for mainstream gamers tastes, limiting our ability to break into the more lucrative action games
market. With a unique, universal insight – that moms hate what
gamers love - we created a campaign that broke through to the
mainstream, reaching a new, broader audience, and significantly
exceeded launch expectations.
Dep. Mktg. Mgr.
LEo BUrNETT/ArC WorLd WIdE CANAdA*
Judy John CEO, CCO
David Federico Creative Group Head
Morgan Kurchuk Creative Group Head
Jennifer Kelly Acct. Dir.
Anne Peck Producer
Dustin Rideout Strategic Planner
Brent Nelson Sr. VP, Dir. Strategic Planning
Connection Planning Dir.
Every July 1st long weekend in Canada, a cultural phenomenon
happens. The people of Quebec Canada move, not one by one
but all at once. Moving Day emerged out of a key insight that
what people needed the most from IKEA was what was most
scarce - boxes. The campaign turned the ordinary, average dull
brown cardboard box into a compelling, central media vehicle. By
tapping into the cultural fuel of urban communalism, IKEA moved
into the hearts and minds of all Quebecers, and moved Quebecers into an IKEA store.