Gold Addy Winner - Student Best Digital

American Advertising Federation - Utah - March 2015

This is a case study for BYU's winning entry to the AdFight . The Martin Agency provided the brief below and judged the competition.

"You are the ad agency for IntelliSoft, publisher of the console game franchise "Semper Fi," a first-person shooter featuring US Marines. Sadly, scenes from your client's game and lines from its script were recently re-enacted and quoted during a real-world shooting spree that left dozens dead and injured. The gaming industry is being blamed, and much of the venom is directed at IntelliSoft. Your assignment is to respond to the community's outrage and grief without accepting responsibility, excusing the violence, or apologizing."