While most game releases are backed by expensive mass campaigns, the launch of Xbox Gears 5 had a limited media budget. So how do you reveal one of the bloodiest, most hotly anticipated sequels, without the means to get gamers’ eyes on it? You immerse them in a taste of it with Canada’s gruesomest pop-up restaurant experience.

Gears Goremet launched with line-ups and word of mouth, with gamers feasting on the game’s gruesomest creatures. To extend the idea well beyond the confines of the physical experience, a content series was disseminated online and showed fans across the country how to recreate the dishes at home.

What we did:
Pop-up, Experiential, Content