With the third installment of the popular FPS series Brothers In Arms, we knew we had an opportunity to fill a niche in a market that was shifting away from WW2-themed shooters. The challenge, however, was finding a creative strategy that would be a memorable departure from the genre’s clichés while still communicating the brand’s authenticity. Our solution was to lean heavily on the inspiration of a real-life historical figure: the radio propaganda personality Axis Sally. The resulting ad hit the trifecta for the WW2 shooter market—unique, fresh, and historically authentic. As a result, it won a bronze Addy.
Art Director: Li Shen Copywriter: Sharon Maher Agency: Ubisoft Entertainment’s internal agency