Become.
In the age of the anti-hero, Xbox invited gamers to become the one hero greater than Master Chief: themselves.
Case study:
The hero’s journey begins with a call to adventure. We summoned gamers to “Step Inside” the suit once again.
Behind every hero is countless more. The “UNSC Archives” imagined heroic stories of ordinary people in the Halo universe.
Our launch spot established Master Chief as a torchbearer in the long legacy of human bravery.
Finally, a digital experience that revealed the new face of heroism: you. Millions of people used “Become Master Chief” to map themselves into his armor.
Obama Chief
George Takei Chief
Dwight Howard Chief
Hillary Chief
Wilford Brimley Chief
Selena Gomez Chief
Patti Harrison Chief
Press
Hypebeast, Adweek Ad of the Day, Adweek Ad of the Day, Creativity Editor’s Pick, Creativity Editor’s Pick, Muse, CNN, SHOOT Online, Uproxx, Informed Pixel, Yahoo Entertainment, Engadget, Hypebeast, LBB, Adweek, LBB, Best Ads On TV, Pinkvilla, The Drum, Shots.net, LBB
Credits
CD: Brad Meyers
ADs: Alper Kologlu, Steve Couture & Tor Kologlu
Producers: Nina Ulbrich, Christine Hurty & Neile Weeks
Awards
2023 / Effie / Silver / Gaming & E-Sports
2022 / ANDY Awards / Gold / Craft
2022 / Webby Awards / Nominee / Branded Video Series
2022 / Shots Awards / Bronze / Direction
2022 / Clio Entertainment / Silver / Copywriting, Editing, Live Action Trailer, Creative Content
2022 / Clio Entertainment / Bronze / Longform Social Video
2022 / Clio Entertainment / Silver / Live Action Trailer, Editing
2022 / London International Awards / Bronze / Original Song
2022 / D&AD / Shortlist / Copywriting
2022 / ANDY Awards / Gold / Craft
2022 / Webby Awards / Winner / Media & Entertainment
2022 / Webby Awards / Honoree / Best Use of Social Media
2022 / Webby Awards / People’s Voice Winner / Best Visual Design
2022 / ADC Awards / Bronze / Interactive
2022 / Clio Entertainment / Silver / Fan-Driven Content
2022 / Clio Entertainment / Bronze / Microsite
2021 / Clio Entertainment / Silver / Games: Audio/Visual
2021 / FWA of the Day / Dec. 24