From our friends at TBWA\Chiat\Day on their new work for Activision: "After the release of a videogame it’s common to release new levels, or “maps”, as gamers universally refer them. For millions of Modern Warfare 2 gamers, who’d played the old maps so much they grew sick of them, new maps couldn’t come fast enough. We created a name for this condition: Mapathy. On March 15th, we created Mapathy.com. We teased that “the cure was coming March 30.” Ten days later we updated the Mapathy site with a video and a self-diagnosis quiz. The video was shared on YouTube. And after completing the quiz, people displayed how Mapathetic they were on Facebook and Twitter."
AGENCY: TBWA\Chiat\Day, Los Angeles Global Director of Media Arts: Lee Clow Chief Creative Officer: Rob Schwartz Group Creative Director: Brett Craig Digital Creative Director: Olivier Rabenschlag Art Director: Stephen Chow Copywriter: Forrest Boleyn Group Account Director: Stan Fiorito Account Director: Mike Parseghian Assistant Account Executive: Catherine Wolpe Executive Producer: Anh-Thu Le Producer: Stanton Hill Assistant Producer: Doris Chen PRODUCTION COMPANY: Goon Media Director/Editor: Jeff Tomsic Director of Photography: Chris Lytwyn Executive Producer: Catherine Finkenstaedt Line Producer: Greg Jones MIXING FACILITY: Ravenswork Mixer: Edgar Maldonado