Microsoft

Jamie Davies - Global Mktg. Manager, Xbox
Eli Friedman - Sr. Director, Global Mktg., Xbox
Rob Matthews - General Manager, Global Mktg., Xbox
Taylor Smith - Director, Global Mktg., Xbox

twofifteenmccann *Lead Agency

Scott Duchon - CCO
Michael Harris - EVP, Chief Strategy Officer
John Patroulis - Executive Creative Director
Joe Rose - Copywriter
Ben Wolan - Art Director

Universal McCann

Noam Murro - Director

Biscuit Filmworks

Rock Paper Scissors

Method

In September 2010 Xbox launched Halo Reach, the latest installment of one of the most successful video game franchises of all time. Just three years prior, Halo 3 had set the record for highest-grossing entertainment launch of all time. However in the two years that followed, subsequent Halo titles failed to replicate Halo 3's success and Call of Duty had taken over as the best-selling game franchise on Xbox 360. With the launch of Halo Reach, Xbox sought reinvigorate the Halo brand and reverse that sales decline.