The ‘Believe’ campaign catapulted Halo 3 from an ordinary video game into a worldwide cultural phenomenon due to its ability to build an emotional bond with the audience. The innovative stream of interactive TV, Web and cinema advertisements was an inspired approach that successfully attracted an audience beyond the typical gamer. Though the $170 million generated in Halo 3's first 24 hours of hitting shelves led many to deem it the biggest launch in entertainment history, the campaign that preceded its release was just as staggering. All-encompassing in medium and global in scope, the Halo 3 marketing attack leveraged the creative talents of many different people to create these ads. With the intention to simultaneously reach a mass audience
