The marketing idea needed to be big enough to matter to our broadest group; but feel genuine and authentic to our core. At the center of the Halo universe is a simple story focused on a hero, Master Chief. As his story unfolds through the trilogy, it is full of tales of bravery, duty, sacrifice, friendship, and selflessness. These themes are consistent with the qualities of real heroes and classic storytelling throughout history, they are universal and timeless – they speak to all of us.
On par with a drum-beating gorilla, Microsoft and its advertising agency McCann Worldgroup is sharing the glory by winning not one but two Grand Prix (better than Gold) awards at the prestigious Cannes Lions 2008 international advertising festival for the Halo 3 advertising campaign “Believe”. One was for film, and the other for integrated marketing. Considering the film category had over 4600 entries, this recognition is well deserved. Now we just need a similar campaign for Windows.