Tom Clancy's Splinter Cell Blacklist

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Creative Challenge: Differenciate Splinter Cell from the competition.

Creative Solution: You are Sam Fisher the only agent granted the freedom to go above the law and do whatever it takes to stop a series of escalating terrorist threats. Set up the threat and demonstrate how the Splinter Cell utilises smarts to hunt down and take out enemy threats.

BIG idea: Stalk, Strike, Silence.

360 brand manifesto

You will make your enemies believe you are everywhere. Even when they can’t see you, they will know you are out there. Coming for them.

You will stalk them. You will strike at the perfect moment. And when you do, you will take them out with deadly accuracy.

You will do all of this with a cutting-edge arsenal of weapons and technology—and the most extraordinary tactical intellect and precision known to man.

To protect the lives of millions, you will transform yourself into the thing they fear most—the Splinter Cell. In a flash and a whisper, you will hunt them down.

And no one will ever hear a sound.

Stalk. Strike. Silence.

Consumer facing tagline: Stalk. Strike. Silence.

National broadcast