Cannes Lions
DDB, Venice / ACTIVISION / 2008
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The challenge: to show the move from WWII to modern warfare is more exciting. Who better to endorse Call of Duty 4: Modern Warfare than the experts - war hungry world leaders? A viral video review of the game was “created” by Cuban leader Fidel Castro, who, being a mercurial, capricious dictator, loved some aspects of the game and found parts of it unlikable. The video was seeded in gamer sites and forums, and quickly spread across the internet. The result? Call of Duty 4: Modern Warfare became the #1 selling Game of 2007 with over 9 million units sold.
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