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Dante's Inferno
Dante's Inferno: Highway To Hell

RAN IN: United States

CLIENT
Electronic Arts, Inc.

Phil Marineau, Senior Product Marketing
Craig Rechenmacher, VP of Global Marketing, EAP
Ken Epstein, Director of Advertising
Rony Chammas, Product Manager
Alonso Velasco, Advertising Manager

AGENCY
Wieden + Kennedy *Lead Agency

Matt Kelley, Senior Strategic Planner
Paulo Ribeiro, Account Director
Dominic Orlando, Art Director
Charlie Gschwend, Copy Writer
Danielle Pak, Media Supervisor


Cinco Design Office


Kamp Grizzly


DoubleClick- Google


SUMMARY

Dante's Inferno was a new Electronic Arts video game in which players battled their way through the nine circles of Hell (Limbo, Lust, Gluttony, Greed, Anger, Heresy, Violence, Fraud and Treachery). To generate excitement and awareness for the game, we created a campaign that brought the Hell of Dante's Hell to life during the nine months leading up to launch. Every month we delivered a unique execution corresponding to one of the sins and designed to engage our audience via provocation, allowing us to deliver compelling information about Dante's.

CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: TV, Interactive, OOH, Direct, PR, Guerrilla, Events, Consumer Involvement, Trade Shows

Audience: Connect with a new audience,Launch or relaunch a brand/product,Have a david take on a goliath,Speak to men,Speak to brand influencers, Speak to a specific cultural or ethnic group, Speak to Young Men

Type: Business to Consumer

Classification: Multinational

Language: English