To launch NC Soft's latest MMO, the WORLD DIVIDED campaign lit a fuse between two warring races. Print ads ran in dueling executions and each faction spouted off threats. Proof that people like a little drama? Pre-sale orders topped 600,000.

Opposing teaser print and OOH brandished war's beautiful carnage.






Launch print began to delve into the game's rich lore via smack talk.

Headline: THE FORGOTTEN NEVER FORGIVE.

Body Copy: Few are brave enough to traverse our shattered world. Yet in the shadows, the Asmodians have found strength. Now we shall reclaim this land from the arrogant creatures that inhabit it, and experience life beyond the darkness.


Headline: THEY WERE WARNED NOT TO MISTAKE GRACE FOR WEAKNESS.

Body Copy: This world is our paradise, and the Elyos will stop at nothing to protect its boundless wonder. Showing no mercy, we will guard our skies and rid our kingdom of every vile creature that infests it.

Feathers rained over gaming sites as a consequence of aerial combat.



A roadblock acted as cages for amped up warriors. Once released, they engaged in battle.


Ambient pulled gamers into the center of the races' hatred.



*WINNER of MI6 AWARDS FOR:
BEST PRINT CAMPAIGN
BEST PRINT AD
BEST COPYWRITING