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In 2006, Xbox and agency partner McCann created a campaign that was not only one of the best in video game history, but also in advertising history.
“Believe,” the intricately crafted, surprisingly emotional launch campaign for Halo 3, set a new bar for the role marketing could play in a game’s worldbuilding—and its strength lay in its focus on the people at the story’s periphery rather than just the iconic hero.
Now, 15 years later, San Francisco-based 215 McCann and Microsoft have revived that atmospheric storytelling in a campaign leading up to the December debut of Halo Infinite, the 20-year-old franchise’s sixth major volume.
The game’s marketing actually began in mid-2020, but delays pushed Halo Infinite’s launch to the 2021 holiday shopping season.
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