Colin McRae
Executive Producer at Hrdwrker
San Francisco, United States
TitleMass Effect 3
Agency
Campaign Mass Effect 3
Advertiser Electronic Arts Inc.
Brand EA Mass Effect 3
PostedFebruary 2012
Business Sector Video Games/Consoles
Tagline Take Earth Back
Story Whether it’s the Mayan prophecy of end times in 2012 or The Walking Dead, mankind is fascinated by the possibility of its own demise. We activated that truth by leveraging the game’s themes of survival, loyalty, bravery, love, and hope with a campaign that made the threat deeply personal. The result is an introspective, emotionally charged campaign, leading with our television spot, “Fight for Everything.” 
Media Type Television
Market United States
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