A War Memorial Built to Sell a Game
Rather than lean on gameplay footage, Halo 3's centerpiece 'Believe' campaign built a physical diorama over 1,200 square feet in size, a miniature war memorial populated with hundreds of hand-sculpted human and Covenant figures at one-twelfth scale. Fans could pan across the entire model on a dedicated website, and the ad series went on to win gold at Cannes Lions the following year.
