2009 GOLD

INFLUENCERS

CALL OF DUTY 4 WORLD LEADERS

ACTIVISION, ACTIVISION

Will Kassoy, Sr. VP, Global Brand Mgmt.
Tom Silk, Dir.-Global Brand Mgmt., Hardcore Titles
Susan Hallock, Dir.-Mktg. Comm.

DDB WEST

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

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.