“Another great DeepScreen® activation, this time for Activision and Call of Duty. Video games are perfect for these executions as the assets already exist in 3D.”

David Tait, Creative Director, Ocean Outdoor

the campaign

To mark the launch of Call of Duty: Modern Warfare II, Activision transformed Piccadilly Lights into a gaming masterpiece, exciting fans and audiences ahead of the release. Using DeepScreen® technology, the campaign featured the Call of Duty logo, green strobe lighting and character Soap MacTavish breaking through the screen. 

Outcomes

• 4.3m digital impressions in 1 week 
• 1000 unique author tweets 
• 160 online news pieces 

(Sources: Pulsar)