Sleeping Dogs
Branding and Launch Campaign
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Branding and Launch Campaign
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On August 14th 2012, Square Enix (producers of Final Fantasy, Hitman and Just Cause) are launching their new open-world title Sleeping Dogs - an open-world action adventure, set in the gritty Triad-corrupted streets of Hong Kong. .
Not only were we responsible for producing a 360 global launch campaign including Television, Print and Digital executions but also for giving Sleeping Dogs it`s name and creating the visual identity of the brand, including box art illustration by world-renowned poster artist Tyler Stout.
Prior to being acquired by Square Enix, the game was being developed by Activision under the title True Crime Hong Kong. As the game was never intended to be the third game in the True Crime franchise, Square Enix acquired only the game itself and not the IP. This left Square Enix in need of both a new name and visual identity... that`s where we came in.
Not only were we responsible for producing a 360 global launch campaign including Television, Print and Digital executions but also for giving Sleeping Dogs it`s name and creating the visual identity of the brand, including box art illustration by world-renowned poster artist Tyler Stout.
Prior to being acquired by Square Enix, the game was being developed by Activision under the title True Crime Hong Kong. As the game was never intended to be the third game in the True Crime franchise, Square Enix acquired only the game itself and not the IP. This left Square Enix in need of both a new name and visual identity... that`s where we came in.
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Sleeping Dogs have won three prizes at the 2013 IDG World Expo Games Marketing Awards (GMAs)
Best Key Art: Silver
Standout Print Advertisement: Bronze
Best Website for a Product: Silver
Awards List :http://lnkd.in/X5V7EB
Credits Branding:
Client: Eidos Montreal / Square Enix
Agency: Sid Lee
Creative Director: George Giampuranis
Art Director: Jean-Daniel Petit
Copywriter: Ollie Miles
Client services: Marie-Ève Méthot
Illustrator: Tyler Stout
Credits TV spot:
Client: Eidos Montreal / Square Enix
Agency: Sid Lee
Creative Director: George Giampuranis
Art Director: Jean-Daniel Petit & Alvaro Perez Del Solar
Copywriter: Ollie Miles & Nicolas Paget
Client services: Marie-Ève Méthot
Game capture: Goldtooth
Director: Erik Canuel
Producer: La Cavalerie
Client: Eidos Montreal / Square Enix
Agency: Sid Lee
Creative Director: George Giampuranis
Art Director: Jean-Daniel Petit
Copywriter: Ollie Miles
Client services: Marie-Ève Méthot
Illustrator: Tyler Stout
Credits TV spot:
Client: Eidos Montreal / Square Enix
Agency: Sid Lee
Creative Director: George Giampuranis
Art Director: Jean-Daniel Petit & Alvaro Perez Del Solar
Copywriter: Ollie Miles & Nicolas Paget
Client services: Marie-Ève Méthot
Game capture: Goldtooth
Director: Erik Canuel
Producer: La Cavalerie
