The Challenge: Fire the collective imagination of first person shooter fans and re-introduce Metro as a must-play title. Exact words from the marketing guys at THQ: "Give us something BIG!"
The Story: Kick off our campaign and narrative arc by taking the fans on a journey back to where it all began. Show humanity at the point of annihilation and focus on the survivors who would go on to shape the world of Metro: Last Light. And the only way to give this trailer the emotion, drama and epic feel it required? A live action shoot in Kiev in the middle of Ukraine’s coldest winter in six years.
The Outcome: 4 Million Views in first 3 days of release and over 8 Million views to date. Significantly outsold it's predecessor with 1st week sales outselling lifetime sales for Metro 2033.
LIA Award - Bronze
LIA Award - Silver