As part of the launch campaign for God of War for PSP we thought of giving a gift to reporters to generate expectation and get people to talking. “God of War is out on the streets”. We wanted to communicate that this well-known game now had a portable version and could be enjoyed anywhere.

What happens when the mythological creatures from God of War fight each other on the street? They leave a visible trail that we have packaged and sent. Minotaur hearts, Cyclops eyes...an exclusive selection of products (edible, of course) so that God of War would leave a good taste in the journalist’s mouth.

This campaign achieved an unprecedented success as it even got to appear in several TV News where the originality of the idea was highly appraised.