Electronic Arts Film, Digital YOUR MOM HATES DEAD SPACE 2 by DraftFCB Chicago

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Industry Video Games/Consoles, Games
Media Film, Digital, Interactive & Mobile
Market United States
Agency DraftFCB Chicago
Director Charles Jensen “Race Day,” “Back To School,” “Moving”
Creative Director Colin Mcrae, Tony Vazquez
Art Director Justin Hargraves
Copywriter Eric Molina
Producer Jeremy Arth
Account Supervisor Eric Townley
Editor Tim Brooks, Connor Mcdonald, Kevin Jardin
Released January 2011

Credits & Description

Category: Viral Marketing
Product/Service: DEAD SPACE 2
Date of First Appearance: Jan 16 2011
Entry URL: http://ymhds2-cannes-viral-marketing.com
Creative Director: Tony Vazquez (DraftFCB San Francisco)
Creative Director: Colin McRae (DraftFCB San Francisco)
Art Director: Justin Hargraves (DraftFCB San Francisco)
Copywriter: Eric Molina (DraftFCB San Francisco)
Executive Creative Director North America: Tom O'Keefe (DraftFCB Chicago)
Senior Advertising Manager: Dustin Shekell (Electronic Arts)
Advertising Director: Dana Marineau (Electronic Arts)
Vice President/Advertising and Consumer Insights: Shawn Conly (Electronic Arts)
General Vice President of Consumer Marketing: Carolyn Feinstein (Electronic Arts)
Account Director: Isaac Clemens (DraftFCB San Francisco)
Planning Director: Mary FlorCruz (DraftFCB San Francisco)
Producer: Jeremy Arth (DraftFCB San Francisco)
Integrated Designer: Mike Squibb (DraftFCB San Francisco)
President: Dominic Whittles (DraftFCB San Francisco)
Account Supervisor: Eric Townley (DraftFCB San Francisco)
Assistant Account Executive: Aushlee Cummins (DraftFCB San Francisco)
Editor: Tim Brooks (Beast Editorial San Francisco)
Editor: Kevin Jardin (Beast Editorial San Francisco)
Editor: Connor McDonald (Beast Editorial San Francisco)
Director: Charles Jensen (Go Film)

English Synopsis
We had a simple idea, based on thousands of years of human history: If moms hate something, 18-year-olds are going to love it. Standing out from hundreds of other violent, graphic video games isn’t easy. So how could we get a generation of cynical gamers to pay attention? We didn’t show them the game. We showed it to their moms, and secretly filmed all 200 of them reacting to the most graphic and violent footage Dead Space 2 had to offer. The theory was confirmed. They hated it. And 18-year-olds loved it.