Halo 5 is a different Halo, with no clear hero and no clear villain. So rather than create a campaign that answered questions, we created one deliberately designed to get fans debating the truth. When fans expected a trailer, we created two trailers that directly contradicted each other. Then we sat back, relaxed, and watched the internet crack in half.
2015 Cannes Shortlist for Branded Content and Entertainment
2015 Clio Key Awards Gold for Games: Integrated Campaign