The concept was to extend the ‘Museum of Humanity’ advertising idea, by creating a war photographer, Jake Courage, who had been stationed on the front lines in the Halo wars. We then exhibited a selection of his photos, which show the emotion and power of the story and action in Halo 3, both physically in cinemas across Britain and online. We also shot & ran a short documentary on his life and work, again in cinemas and at www.jakecourage.com.

By repurposing visuals from the TV campaign, the additional client investment in the Jake Courage campaign was minimal, limited to actually building the infrastructure of the campaign. On a total budget of £10,000, we know that we reached XXX people in cinemas, including a few light-fingered fans who stole the photography from the walls. PR across online & offline titles has also helped drive site traffic past 11,000 unique users globally, a figure still growing for a true long tail campaign, with an average dwell time still of over 3 minutes.