XBOX Canada “Alan Wake”
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XBOX Canada “Alan Wake”

Who for; Microsoft Canada  

Xbox Canada says you should be afraid of the dark
New Alan Wake out-of-home campaign launches in Toronto
Date posted: w/o May 17
 
TORONTO – Microsoft Canada is looking to scare gamers with a unique campaign created to support the launch of Alan Wake, the highly anticipated psychological action thriller game. The latter was developed by Remedy exclusively for Xbox 360 and saw the light of day on May 18th.
 
The out-of-home campaign from MacLaren McCann includes 3D installations, super boards, murals, TSA and wild postings.  With “Dark is Deadly” as the tag line, the creative illustrates darkness as the enemy, with light as the sole source of hope for survival.
 
A 3D nightlight mural located at King and Spadina projects a coffin shaped glow at night, while a sundial super-board at Church and Dundas tells people the time of day in a peculiar manner. A series of TSA and wild postings produced by Milan-based LSD photographers compliment the special installations.
 
The campaign is launching  week of May 17 and will run through June. M2 Universal handled the buy.