221B by Akqa London, HIDE & SEEK for Warner Bros.

221B

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Industry Records & Cinema Production
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Akqa London
Creative Director Alex Fleetwood
Art Director Nick Morland
Copywriter Jesse Peyronel
Creative Jeremy Boxer
Agency HIDE & SEEK
Released October 2009

Credits & Description

Category: Games
Advertiser: WARNER BROS. PICTURES
Product/Service: SHERLOCK HOLMES: THE MOVIE
Agency: AKQA
Agency: HIDE & SEEK
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: AKQA, London, UNITED KINGDOM
Entry URL: http://awards.akqa.com/awards2010/CannesLions/221B/default.htm
Chief Creative Officer: James Hilton (AKQA)
Technical Account Director: Sebastien Rousseau (AKQA)
Project Director: Lauren Bryan (AKQA)
Account Director: Rowena Minhas (AKQA)
Art Director: Nick Morland (AKQA)
Creative Director: Alex Fleetwood (Hide & Seek)
Creative: Jeremy Boxer (Hide & Seek)
Game Design Director: Margaret Robertson (Hide & Seek)
Lead Copywriter: Sophie Sampson (Hide & Seek)
Copywriter: Jesse Peyronel (Hide & Seek)

English Synopsis
The brief was simple. Create a digital campaign for the release of the motion picture ‘Sherlock Holmes’ that redefines film marketing, gets people talking about the movie, and drives them into cinemas to watch it. ‘221B’ is a unique and inclusive mass-market online game. Players pair up as Holmes and Watson and together chase villains, interact with other characters from the movie, explore locations and make deductions to solve eight weekly episodic mysteries, which culminate in the first scene of the movie. The rich audio-visual experience emulates 1890s London of the movie, by blending innovative technologies in five unprecedented technological firsts.