For the launch of the new Star Wars Force Unleashed game at Look & Listen, agency Mick & Nick found a clever way of reinforcing the retailers positioning. The brand has always been “for the fans”, and this time, it was computer game fans who benefited. “We created a visually intriguing print ad which gives away the game’s cheat codes to get players to the next level,” says Nick Liatos, Creative Director, Mick & Nick. After collecting numerous cheat codes, the agency called on the artistic flair of the am I collective, which illustrated two leading characters in the game. The characters in the ad are made up entirely of cheat codes, from Darth Vader’s thigh bearing the code for maximum force powers, to the amplified damage code on Luke Skywalker’s lightsaber. The ad also drives consumers to the Look & Listen website and online store, where they will find a full list of cheat codes.
