Activision
Call of Duty: Modern Warfare 4
From feeling fatigued to fired up
The challenge
Overcome franchise wear-out and convince lapsed fans that Modern Warfare 4 was worth coming back for.
The strategy
Bring Modern Warfare 4’s real-world conflict to life, by provoking Aussies to squad up and take sides for themselves.
The idea
Hold the Line or Cross It – We dramatised Modern Warfare 4’s central conflict storyline with a fully immersive experience. Dividing fans into two rival territories, where every recruit has a side to fight for, missions to complete and rewards to earn.
