Halo 4 Key Art Reveal

Background

For Xbox in 2012, nothing was more important than the successful launch of Halo 4. In May, Xbox Consumer Engagement and their team at Wunderman Seattle met to prepare for the release of the game’s key art with aspirations of turning this important but fairly routine PR exercise into something extremely impactful. The ideal solution would reward the Halo faithful for their engagement, but could then ripple out into broader gaming sects and general pop culture. Time was short and budget was shorter, but inspiration struck on the car ride home and a plan was in place by the next day.