2011 // Applied Arts: Interactive Annual // Experimental/ Artistic
2011 // Applied Arts: Interactive Annual // Integrated
2010 // Applied Arts: Advertising Annual // Non-Traditional
2010 // Digital Marketing Awards / Online Campaign // Gold
2010 // Digital Marketing Awards / Gaming // Gold
2010 // Digital Marketing Awards / Social Media // Silver
2010 // Marketing Awards / Non-Traditional // Gold
2010 // One Show / Interactive Advertising // Merit
The Mission /
Recruit only the most capable Orbital Drop Shock Troopers (ODST) to defend against the Covenant onslaught at the exclusive Halo 3: ODST launch event in Toronto, Canada.
Strategy and Tactics /
Identify the strongest recruits through a series of specially designed aptitude tests, delivered via scavenger hunt complete with mysterious videos, hidden clues, encrypted messages, GPS coordinates and real-world interactions.
Deployment /
Three amateur videos, each capturing a mysterious object crashing into downtown Toronto appeared on YouTube. Each video hid a curious set of numbers. Hopeful ODST recruits uncovered the videos and quickly discovered the hidden numbers. They determined that, when arranged properly, the numbers formed a complete IP address. Typing the IP address into an internet browser landed on a Google Maps page featuring all 3 videos, now with an associated geo-coordinate and hint at what to do next.
Stickers were placed at the precise location of the geo-coordinates. Three different locations, 3 different stickers. The potential recruits banded together, online and off, and scouted each of the locations, taking pictures of the stickers and sharing them with each other. But there was a problem: the stickers were unintelligible. Or so it seemed. It wasnt long before the community had it all figured out: overlaying the stickers atop one another formed a complete picture, and unlocked yet another layer to the puzzle a code! Cracking the code revealed an SMS number. Those who texted the SMS number received a congratulatory reply from an anonymous source and orders to await further instructions. The instructions came a few days later. The remaining recruits were provided with a street address, a day and a time. They were also sent a QR code which was scanned upon entry to the event.
Upon arrival, recruits were rewarded with VIP first-access, limited edition merchandise and, most importantly, the right to brag about being among the first in Canada to play HALO 3: ODST.
Creative Director/ Andre Le Masurier
Art Directors/ Matthew Kenney
Copy Writer/ Josh Haupert
Account Team/ Marie-Joelle Paquin and Ariel Vizniki
Production/ Editing: Jeff Jordan
FX/ Jam3 Media
2011 // Applied Arts: Interactive Annual // Integrated
2010 // Applied Arts: Advertising Annual // Non-Traditional
2010 // Digital Marketing Awards / Online Campaign // Gold
2010 // Digital Marketing Awards / Gaming // Gold
2010 // Digital Marketing Awards / Social Media // Silver
2010 // Marketing Awards / Non-Traditional // Gold
2010 // One Show / Interactive Advertising // Merit
The Mission /
Recruit only the most capable Orbital Drop Shock Troopers (ODST) to defend against the Covenant onslaught at the exclusive Halo 3: ODST launch event in Toronto, Canada.
Strategy and Tactics /
Identify the strongest recruits through a series of specially designed aptitude tests, delivered via scavenger hunt complete with mysterious videos, hidden clues, encrypted messages, GPS coordinates and real-world interactions.
Deployment /
Three amateur videos, each capturing a mysterious object crashing into downtown Toronto appeared on YouTube. Each video hid a curious set of numbers. Hopeful ODST recruits uncovered the videos and quickly discovered the hidden numbers. They determined that, when arranged properly, the numbers formed a complete IP address. Typing the IP address into an internet browser landed on a Google Maps page featuring all 3 videos, now with an associated geo-coordinate and hint at what to do next.
Stickers were placed at the precise location of the geo-coordinates. Three different locations, 3 different stickers. The potential recruits banded together, online and off, and scouted each of the locations, taking pictures of the stickers and sharing them with each other. But there was a problem: the stickers were unintelligible. Or so it seemed. It wasnt long before the community had it all figured out: overlaying the stickers atop one another formed a complete picture, and unlocked yet another layer to the puzzle a code! Cracking the code revealed an SMS number. Those who texted the SMS number received a congratulatory reply from an anonymous source and orders to await further instructions. The instructions came a few days later. The remaining recruits were provided with a street address, a day and a time. They were also sent a QR code which was scanned upon entry to the event.
Upon arrival, recruits were rewarded with VIP first-access, limited edition merchandise and, most importantly, the right to brag about being among the first in Canada to play HALO 3: ODST.
Creative Director/ Andre Le Masurier
Art Directors/ Matthew Kenney
Copy Writer/ Josh Haupert
Account Team/ Marie-Joelle Paquin and Ariel Vizniki
Production/ Editing: Jeff Jordan
FX/ Jam3 Media
