![]() ![]() ![]() What begins as a hushed whisper quickly takes over the city. ![]() We flew down to Mexico City and created an intense build-up where word spreads quickly about a fight. We scripted the campaign and hired one of the best production companies, MJZ, along with one of their top directors, Phil Joanou. Mortal Kombat was a brand known for being over the top, so we needed to create a campaign in the MK way by making the largest fight circle of all time. What is that we love about a fight? If someone ran down the halls anywhere – from a junior high to a rest home and yelled, “FIGHT!” – wouldn’t everyone try to get a look? From kids to the elderly, it’s a universal truth – we cannot resist a good fight. Our task – broaden sales to reach gamers of all types. Mortal Kombat was a beloved 27-year-old brand with a ton of equity, but it remained a hardcore fighting brand with a very specific consumer following. ![]()
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