Case Study - Guitar Hero III (DDB)

Activision's Guitar Hero franchise was poised for explosive growth, but needed to be elevated from "toy" status to pop culture icon. Guitar Hero III: Legends of Rock was the first multi-platform Guitar Hero game (X360, PS3, Wii), and ultimately became the first-ever video game to reach $1 Billion in sales, selling more than 15 million units worldwide.


How did we get there? Our team looked to capture the emotional essence of unleashing your inner rock star; the indescribable feeling of transforming into a real rocker. We created the “Slash” campaign, including TV, Interactive and Print. The campaign accomplished exactly what the franchise needed - taking Guitar Hero to a whole new level.