That's kind of... ouch. But I'm sure people who like MMO games like Aion will get it.

Ignited, one of the top independent agencies, has recently launched a campaign to promote the upcoming release of the year’s biggest massive multiplayer online (MMO) game, Aion, from renowned publisher and developer NCsoft. The initiativefeatures an innovative print component that utilizes dueling executions to showcase rival factions as they battle for control of a world divided.

In one teaser print execution, bloodied white wings are mounted against a stark slate background, like trophies of a kill. The opposing execution of severed black wings represents the duality of the game. The launch creative expands on this approach. One execution depicts a triumphant black-winged female warrior, presiding over a battleground of conquered enemies with the caustic headline written in the warrior's voice: “The Forsaken Never Forgive.” The tagline on all executions reads, “A world divided. A journey uncharted.”

“The winged ads introduce the graphic, but beautiful, carnage of Aion’s war,” explained copywriter Emily Zaborniak. “The following iterations delve deeper into the lore by illustrating the environment and giving a strong voice to each side.”

Ignited worked with Meduzarts in Laval, Quebec, to develop the art for the print executions.

Ignited also handles the game’s media buy. Offline properties will include Cartoon Network, G4, and Spike TV, and the publications PC Gamer, Maximum PC, Game Informer and Play. The campaign also contains a robust digital plan, with all media now in-market and running beyond the game's North American release on Sept. 22, 2009.

Client: NCsoft West, Seattle, Wash. Executive Creative Director: Mike Wolfsohn Group Creative Director: Damian Fraticelli Art Director: Garrett Jones Copywriter: Emily Zaborniak Art Buyer: Annie Choi Print Production: Sam Helphand 3D Artists: Meduzarts, Laval, QB