You love your friends but you hate losing to them.

Online gaming is fiercely competitive; it’s a love/hate thing. And to acquire ad-savvy new members for Xbox Live™, the online gaming service, was equally challenging.

We hit them with 2 fantasy worlds – one of love, one of hate. And further smashed the conventions of gamer marketing by replacing the standard slick game shots with cheeky laddish humour and cartoon-style graphics.We blatantly acknowledged ad-savvy males’ inner needs and made them feel invincible. Showing how they could triumph over their friends and gain lasting respect was a love/hate stroke of genius.