HIGHWAY TO HELL by Wieden + Kennedy Portland for Electronic Arts

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HIGHWAY TO HELL

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Industry Video Games/Consoles
Media Print, Magazine & Newspaper
Market United States
Agency Wieden + Kennedy Portland
Creative Adam Heathcott
Photographer Aaron Lee
Account Supervisor Becca Milby
Released May 2009

Credits & Description

Category: Best Digitally Led Integrated Campaign
Advertiser: ELECTRONIC ARTS
Product/Service: DANTE'S INFERNO VIDEO GAME
Agency: WIEDEN+KENNEDY
Date of First Appearance: May 14 2009 12:00AM
Entrant Company: WIEDEN+KENNEDY, Portland, USA
Entry URL: http://nosharpstuff.com/ea/highwaytohell/
Executive Creative Directors: Mark Fitzloff/Susan Hoffman (Wieden+Kennedy)
Creative Directors: Eric Baldwin/Jason Bagley (Wieden+Kennedy)
Art Directors: Dominic Orlando/James Moslander (Wieden+Kennedy)
Copywriters: Charlie Gschwend/Dan Kroeger (Wieden+Kennedy)
Creative: Adam Heathcott (Wieden+Kennedy)
Broadcast Producers: Endy Hedman/Monica Ranes (Wieden+Kennedy)
Digital Producer: Carl Whitehouse/Ryan Bolls (Wieden+Kennedy)
Developers: Ryan Bowers/Guillaume Matheiu/Joshua Perez (Wieden+Kennedy)
Flash Developer: Laurie Brown (Wieden+Kennedy)
Studio Managers: Maya Roberts/Alicia Kuna (Wieden+Kennedy)
Designers: Karen Koch/Katie McHugh/Curtis Pachunka/Mark Lundgren/Erik Blad (Wieden+Kennedy)
Designers: Cathy Ormerod/Greg Radich/Peter Yue/Mike Weihs (Wieden+Kennedy)
Photographer: Aaron Lee (Wieden+Kennedy)
Digital Designers: Mirtho Prepont/Jason Strand (Wieden+Kennedy)
Sound Engineer: David Neevel (Wieden+Kennedy)
Account Director: Paulo Ribeiro (Wieden+Kennedy)
Account Supervisor: Becca Milby (Wieden+Kennedy)
Account Executive: Philip Kirsch (Wieden+Kennedy)
Strategic/Interactive Planners: Matt Kelley/Jason Tarantino (Wieden+Kennedy)
Business Affairs: Stephen Duncan (Wieden+Kennedy)
: Emerge Interactive (Emerge Interactive Developer)

English Synopsis
Dante’s Inferno is a video game based on the epic poem. Players must descend through the Nine Circles of Hell each represented by a sin—Limbo, Lust, Gluttony, Greed, Anger, Heresy, Violence, Fraud and Treachery. Ten months out we began our Highway to Hell, a campaign designed to provoke conversations around each sin. We employed various digital media in conjunction with direct mail, live events and broadcast spots to create one cohesive campaign. We staged fake religious protests; created a heretical game; sparked debates; and conned the press into acts of greed, anger and more generating 300 million unpaid impressions.