We were asked by computer games giant Capcom to create and execute the European launch campaign for Super Street Fighter IV.
The campaign concept was based around the emotional bond that so many gamers have with the Street Fighter franchise and its 24-year history, evoking any fantasies they might have about being the character they play with.
We went on to execute the concept across global print and outdoor advertising, UK cinema advertising, POS and merchandise.
A fan website was also created to act as an aggregator for all Street Fighter-related content. It enabled fans from across the world to share photos, videos and other content which otherwise would have remained hidden - from the cool and witty to the silly and peculiar.
The launch was a massive success on a modest budget.
Check out the rest of the campaign here: rosielees.co.uk/work/capcom-europe-street-fighter-4-launch/