Xbox came to us with a problem. They needed to advertise the new game about hackers called Watch Dogs, but they weren't legally allowed to advertise it. Say what?! You see, Sony had bankrolled the production of the game which gave them exclusive rights to the image assets, the video trailer, game play footage, and even the title font. So for a game in which you play the role of a hacker using your mobile phone to access anything you want, we told gamers to hack PlayStation's ads with their phones to get an Xbox offer they'd want.