Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Dead Space 2
Your Mom Hates Dead Space 2

RAN IN: United States

CLIENT
Electronic Arts, Inc.

Shawn Conly - SVP, Director, Global Advt.
Dana Marineau - Sr. Director, Advt. & Media
Dustin Shekell - Sr. Advt. Manager

AGENCY
Draftfcb San Francisco *Lead Agency

Colin McRae - SVP, Group Creative Director
Tony Vazquez - SVP, Group Creative Director
Jeremy Arth - Sr. Broadcast Producer
Aushlee Cummins - Asst. Acct. Executive
Justin Hargraves - Art Director
Eric Molina - Copywriter


Wieden+Kennedy

Alex Kniess - Media Planner


SUMMARY

Dead Space 2, a video game in the survival-horror genre, is the sequel to one of the most grotesque video games ever. But this genre is a little too gruesome for mainstream gamers tastes, limiting our ability to break into the more lucrative action games market. With a unique, universal insight that moms hate what gamers love we created a campaign that broke through to the mainstream, reaching a new, broader audience, and significantly exceeded launch expectations.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Direct

Audience: New Audience

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English