When I got a call late last night from a source close to the TBWA family informing me that the agency has been selected to release Call of Duty: Modern Warfare 2, my first thought was, “they’re never going to beat Halo 3.”
Well, the “Believe” campaign has already been beaten in sales, as AdAge notes, by GTA4 which nearly doubled Halo 3’s 2007 launch ($170 million versus $310 million). But as far as the work is concerned, Halo 3 set a bar that has yet to be met.
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