TheGoodFoodFight.com is a pretty cool new flash-driven game to promote General Mill’s healthy living website - EatBetterAmerica.com. After choosing your weapon of choice [one of three healthy meals with various attributes for spat factor and stainage] followed by your nemesis for the upcoming food fight [the lunch lady, a sushi chef, or Chuck Frank - your neighborhood hot dog vendor], you then are presented with the recipe page for your chosen weapon. Everything on the page is interactive, from the desert recommendation to the actual recipe itself [throw something at the ingredient list and see what happens]. Pretty cool. The ambush a friend is also a fun feature, it sends an email to whoever you choose telling them that you recommended this recipe to them….only once the page loads your enemy will appear challenging them to a culinary battle.
[UPDATE: 9/20/07 - Corrected Credits] Daddy was the interactive shop responsible for this piece alongside Mono. T. Scott Major is the ICD with Jolene Lew as acting agency producer. Michael Hart & Troy Longie were the CWs with Chris Lange as the AD. The previous credits came from another site, which I guess had its facts wrong…
Here’s the new tv commercial for the recently-launched Halo 3 “Believe” campaign. This release marks the third and final installment in the much celebrated Halo Trilogy. Along with a completely re-developed enemy AI [Artificial Intelligence], this game will feature a new concept for console games - the ability to record, save, and share video clips of your gameplay! What this means, other than being a cool new addition to the game, is that players will be given the tools that will enable them to spread the “Halo 3 gospel” even further than originally imagined. Evangelists will be able to share favorite clips of themselves playing for bragging rights, helpful walkthroughs/tips, as well as I’m sure we can expect a UGC [User Generated Content] contest sometime in the near future:
“Players will be able to view the action from almost any angle and any player’s perspective (including a free-roaming camera), as well as being able to slow down the speed and also play the recording in reverse. The Saved Films can even be edited in game to create a shorter clip of a particularly amazing or special moment.[23] Players can also use the tool to take still pictures from films and upload them to the Bungie website.” [taken from here]
Another unique feature to Halo 3 will be the ridiculous amount of audio recorded for the game - over 50,000 pieces of audio, with nearly 40,000 of those being NPC dialogue. To put it in comparison, Halo 2 only had around 15,000!
In a marketing move that ultimately had the effect of throwing gunpowder on an already hot fire, Microsoft released a multi-player ‘beta’ version of the game on their XBOX Live service last May. Since then Microsoft has announced that they’ve received over 1 million pre-sale orders.
Becoming one of the most widely talked about video game releases has its benefits - advertisers have been lining up around the block to get a piece of the Halo pie:
- Pepsi-Cola has announced a new type of Mountain Dew aptly named “Game Fuel” featuring a whopping 73 milligrams of caffeine and sports Halo branding on the label.
- Nascar - Microsoft, in an attempt to go head-to-head with Nintendo’s sponsorship of Greg Biffle’s #19 car, will be sponsoring the #40 car driven by David Stremme in the Dover 400 Nextel Cup Series this year.
- Burger King has announced that starting September 24th large cups and french fries will feature the Halo logo as well as their new “Believe” slogan.
- Pontiac has announced a sweepstakes featuring a Halo 3 branded Pontiac G6 GXP Street. They plan on embarking on a promotional tour featuring Halo branded cars later this year as well.
This spot was created by McCann, San Francisco; TAG [Creative Directors: Rob Bagot, John McNeil, Scott Duchon, Geoff Edwards, John Patroulis]. Rupert Sanders directed this piece for MJZ. The miniature landscape was created by New Deal Studios with Stan Winston Studios producing the miniature figurines. Last but not least Rock Paper Scissors/Peepshow took editorial credits alongside Method Studios who handled the Vfx. In case you were wondering what the music was, it’s Frederic Chopin’s Prelude in D flat Major, Op. 28, No. 15, “Raindrop.”
In this we are introduced to the Nike Women’s National Soccer Team and their PR Manager - Jim Mike. He then goes on to unveil his latest strategy for the girls, and don’t worry… he’s done research.
This is a big departure from the 2001 Nike Women’s campaign which featured that ill-fated “half-naked woman running from a chainsaw wielding psycho” spot - I think these two pieces carry the intended message a little better. Well, that and I thought it was a great play off Dwight Schrute’s character from the US version of The Office.
You can view the other piece in the series which features Jim Mike revealing yet another one of his unorthodox strategies (Spoiler/Warning: 3/4th of it has him in a sports bra) here: Nike Women - Tearaway
Update 09.12.07 - To see the print collateral used in this campaign click here: 22 Games, Tattoo, Missed, Practice
