The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
About the Work
In creating the world's first internet wide shoot 'em up we overcame numerous creative and technical challenges, assuaged client concerns and delivered a brand new experience to hype this game launch - all in the space of five weeks.
Truly original, both as a concept and in technical execution: never before had a browser plugin been used to deliver a cross-internet game. This led to a wholly unique, never-seen-before experience.
Gameplay was determined by the game, not the user: the Helghast could attack at any moment, on any site, meaning that players had to remain alert and ready for action. Squads were automatically alerted the moment one squad member came under fire.
The game’s immersive nature allowed you to shoot up Google, Facebook, your own Gmail inbox… almost any internet page.
Furthermore…
Viral nature: by creating squads of up to four players, we encouraged word to spread between friends.
Highly talkable: huge coverage in gaming sites and blogs.
Strikingly successful: action-hungry gamers embraced our challenge and thousands of battles were served as we whet their appetite in the run up to the game’s release. Killzone 2 went on to become PlayStation’s fourth fastest selling game ever in the UK.
Truly original, both as a concept and in technical execution: never before had a browser plugin been used to deliver a cross-internet game. This led to a wholly unique, never-seen-before experience.
Gameplay was determined by the game, not the user: the Helghast could attack at any moment, on any site, meaning that players had to remain alert and ready for action. Squads were automatically alerted the moment one squad member came under fire.
The game’s immersive nature allowed you to shoot up Google, Facebook, your own Gmail inbox… almost any internet page.
Furthermore…
Viral nature: by creating squads of up to four players, we encouraged word to spread between friends.
Highly talkable: huge coverage in gaming sites and blogs.
Strikingly successful: action-hungry gamers embraced our challenge and thousands of battles were served as we whet their appetite in the run up to the game’s release. Killzone 2 went on to become PlayStation’s fourth fastest selling game ever in the UK.
2010 Awards
Total Points: 5
Merit
Credits
Art Director
Rob Ellis
Group Creative Director
Gavin Gordon-Rogers
Alistair Campbell
Designer
Bertrand Carrara
Director
Tim Gardiner
Information Architect
Vanita Tanna
Programmer
Dave Cox
Tom Danvers
Ian Lainchbury
Matt Payne
Writer
Nick Horne
Agency Producer
Kate Sutherland
Content Strategist
Ivan Ivanovic
Music / Sound
Michael Robinson
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