Squadvertiser

Halo 5: Guardians would feature the series' most competitive gameplay ever. But there was one thing that had plagued gamers since the birth of multiplayer: it's close to impossible to find the team mates you need for your team. So instead of a conventional ad campaign, we created Squadvertiser - a tool that helps gamers find the right players for their squads. Using the interactive site, gamers were able to create super-specific ads. These were then posted on the site's job board. And some of them were made into billboards, press ads and banners on the biggest gaming sites.

Awards: Cannes Lions, D&AD, One Show, Clios, Creative Circle, Campaign Big and more.

The year after, Xbox introduced the same concept across all their games with a tool called Looking for Groups.