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Dead Space 2
Your Mom Hates Dead Space 2

RAN IN: United States

CLIENT
Electronic Arts, Inc.

Shawn Conly - SVP, Director, Global Advt.
Dana Marineau - Sr. Director, Advt. & Media
Dustin Shekell - Sr. Advt. Manager

AGENCY
Draftfcb San Francisco *Lead Agency

Colin McRae - SVP, Group Creative Director
Tony Vazquez - SVP, Group Creative Director
Isaac Clemens - VP, Acct. Director
Mary FlorCruz - Planning Director
Justin Hargraves - Art Director
Eric Molina - Copywriter


Wieden+Kennedy

Danielle Pak - Media Supervisor


SUMMARY

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.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Direct

Audience: Brand Influencers, New Audience, Men, Young Men (20-35)

Objectives: Gain new customers

Classification: National

Language: English