Wieden + Kennedy’s lanch campaign for EA’s Dante’s Inferno is one of the most complex campaigns in video-game history. It’s also a case study in surprising frugality, with a $200,000 guerrilla budget that yielded 47 million impressions of coverage.

Great post on Adfreak detailing the full story of Wieden + Kennedy's nine month campaign for the launch of EA's Dante's Inferno. They write:

The road to hell is paved with good intentions. Take, for example, the
marketing of Electronic Arts's blockbuster new video game, Dante's Inferno.
Last year, the company set about trying to educate the public not only
about the game but about a 14th-century literary classic and the very
nature of human morality. What ensued was one of the most complex
campaigns in video-game history, one that got EA burned for fakery and
sexism, and then—thanks to a bold change of direction—lauded for
intellect and creativity. It's also a case study in surprising
frugality, with a $200,000 guerrilla budget that yielded 47 million
impressions of coverage. Today, AdFreak walks you through the nine
circles of hell with the man who led the innovative and controversial
marketing campaign for Dante's Inferno. So, put on your asbestos gloves and get ready to descend into damnation.

Worth taking a look at the full story of the campaign here.

Today is the start of Fairtrade Fortnight 2010, ‘The Big Swap’, where instead of buying your usual stuff you buy Fairtrade stuff instead. And hopefully keep buying it. Wieden + Kennedy developed The Big Swap concept for this year’s fortnight so as to make encompassing Fairtrade into your life as easy as possible.

It’s super-easy to get involved and we’d love your help to get to our targets of 1 million and 1 swaps made during Fortnight.

Step 1: if you work at a Fairtrade-friendly organisation, every time you
drink a tea or coffee there, use sugar, or some of the jams (this
counts). Or if you go to Starbucks, or AMT, or Sainsbury's or Co-op
amongst others, visit on the way in to work and buy Fairtrade produce.

Step 2:  go to

http://www.fairtrade.org.uk/thebigswap/ and register that swap. You can accumulate these over the fortnight.

Step 3: change your purchasing habits and buy Fairtrade stuff instead
of your usual stuff. There are over 4500 products to choose from. Then
register them all.

If you want to know how Fairtrade works, look at this film, which
explains what’s what. This runs all over the web and will also be part
of a media first on Thursday: a Fairtrade-only ad break on Channel 4
alongside many of the licensees.

If
you're passing by the W+K Towers window (16 Hanbury Street, London E1) from Thursday you can enter the
competition in the window to swap your usual head for a Fairtrade
chocolate head. Or, if you can't wait that long you can don the 'I
swap' Twibbon or send your friends on Facebook a cup of tea.

Happy Swapping!