By the time of the launch of the first season DVD of Breaking Bad in Japan, the drama was still relatively unknown in the country. However, as fans of the show are very demonstrative of their passion for it on social media, we wanted an idea that would get them excited and posting heavily about the launch.

To do this, we leveraged on its most iconic character: Walter White. We decided to turn his face into the box of the DVD in order to create a unique pack that would have people talking about it.

To emphasize the character's transformation in the series, the face in the box goes from the mild-mannered high-school teacher to the ill-mannered Heisenberg just by lifting up the hat-shaped lid, turning the pack into bold-headed Walter.

Due to budget restraints and printing issues, we needed to keep the size and shape of the pack relatively simple. On top of that, a realistic head could be a little scary (not to mention really expensive). To overcome these obstacles we decided to go with an 8-bit version of his head, showing this ""sick"" character in a fun and light-hearted way.

The reach of the campaign surpassed the 3 million. The Breaking Bad DVD won 1st position of Amazon DVD reservation ranking in foreign drama category during 2014.?