US creates a Mass Effect for EA Games
January 29 2010, 2:11 pm | | 10 Comments
Mass Effect 2 is a futuristic shoot em up game that revolves aroundrecruiting a team of inter-galactic assassins and leading them on asuicide mission to save the world. To convey this, US Sydney placedrecruitment ads on seek.com.au to find likely candidates for the game.In 2 hours the ad had over 12,000 views and shedloads of responses cameflooding in.
10 Comments
Freaking genius.
Love it. Great work. Nicely written.
Ok.
Please print this Lynchy.
Firstly, the Seek.com ad has been mysteriously pulled. Presumably because it was posted by someone with absolutely no affiliation to either the game, or the publisher – Electronic Arts.
Secondly, the attached ‘link’ takes you to a blog filled with ‘application letters.’ Every single one of them is written by the owner of the blog (here’s a hint, try and log in as someone else next time.)
Thirdly. The attached job ads bare very little resemblance to the original Seek.com ad, which the blogger has helpfully posted on his website – presumably as he’s knocked them up himself, nice typography mate.
Fourthly. For FUCK’S SAKE AUSTRALIA. DO SOME FUCKING REAL WORK.
An ad for a client that’s already been pulled – presumably for legal reasons.
Another winner.
have the balls to put your name next to a rant like that, and maybe check your facts too.
5:13 acerbic bitterness from assumptions is not a trait i think you’d show in front of your boss, clients or even your friends – tone it down for the rest of us will you.
being fresh to it i can assume that perhaps seek.com.au aren’t the only places these ads are appearing, perhaps these layouts you claim to be fabircated will appea in classifieds where these print ads would look rather spiffy.
secondly, maybe all the posts are uploaded by the blogger as a means of moderation – if you have ever done anything involving entires from the public you’ll know that you don’t want them being able to upload anything they want – it’s kind of proved problematic for clients in the past. it makes me wonder if you’ve ever actually created an idea like this before as you would surely be aware of this.
no, i would suggest you take your comments to a CD and get their point of view on it and your attitude.
I for one think this is the first piece of work i’ve seen this year that matters creatively.
Dear Jan 29, 5:23 PM
This work is real and was clearly successful. All the response letters are real and EA is a client of the Razor Group (US).
The fact that you don’t understand the work is the reason you think it’s fake. It’s an indication of how completely out of touch you are.
Maybe you should consider a career change, perhaps you could become a cobbler or a black smith or maybe find a seaman’s position on a tall ship – sail the seven seas.
You know, something that’s more in line with your vintage.
Ok.
@5:13 You’re a stupid old fart.
Have you ever done anything on Seek? (It’s a website (on the internet) where one can look at and reply to job ads). Ads use the standard Seek templates because to do otherwise is difficult and expensive. This is what the screen shot (i.e. a shot from a computer screen) is obviously of on the blog.Job ads are posted for a limited time (i.e. for as long as is necessary for the employer – in this case it would have expired when applications closed).
The blogger has obviously reprinted (we call this ‘posting’ in the 21st Century) excerpts of resumes that were received via Seek rather than them being replies on the blog. Perhaps you could grab a copy of “Blogging for Dummies” to fill you in on some of the details of how this all works.
Now they appear to have selected ‘winners’ of the comp and published their names (something I doubt they would do if in fact this had been some sort of conspiracy). It would appear that these individuals are going to get a training pack so that they can experience the game before its official release. See how this works?
I hope to God that you are not allowed to discuss anything digital with your clients.
The assumption that the only ‘real’ work is a national TVC for a big client is a pathetic point-of-view. The net is a great way to market to the right niches – mass communications isn’t always the answer.
And, no, I have no affiliation with the campaign or agency, nor have a ever met any of the people involved. But to all involved in the creation of this: Well done guys.
Dunno what all the fuss is about. They’re ok ads, but not great when your client is a computer game and it’s pretty clear the campaign’s initiative.
However, it does look suspect when the website is clearly a free blogsite, rather than something professionally produced.
It rings scammy alarm bells ya know?
I liked a lot of the work out of US in the last year but I really think the writing in these is pretty weak. Missed opportunity for mine.