Brands2Life wins 007 game

Agency beats off competition to land new James Bond game Quantum of Solace.

Brands2Life has emerged triumphant from a keenly fought pitch to manage the UK launch of Activision's new James Bond computer game.

The latest Bond film, Quantum of Solace, will hit cinema screens on 31 October. The computer game will be released a week later on 7 November.

Brands2Life will run a consumer lifestyle campaign ahead of the launch. The campaign will then keep on running until the end of the year.

The agency pitched against specialist gaming agencies for the work. 'One reason we won the pitch was our grasp of the Bond brand,' claimed Scot Devine, co-head of consumer at Brands2Life. 'The 007 brand is the movie world's most protected and working on it can mean walking a real tightrope.'

Brands2Life's campaign forms part of Quantum of Solace's worldwide release, but the company insisted it had been given a large degree of autonomy in its role.

Quantum of Solace is built on the same platform as Activision's Call of Duty 4, which was the world's bestselling game of 2007.

'The campaign is going to be media neutral, so it will run across various platforms in the media,' said Devine. 'There is going to be a mix of traditional, interactive and guerrilla PR, ranging from editorial in magazines to charity events held in cinemas.'

Unlike the launch of the latest James Bond book earlier this year, Devil May Care, the campaign will not feature media stunts involving the current Bond, Daniel Craig.

Craig had previously expressed his reservations about contributing to a Bond computer game, but he is supporting the campaign by allowing his image to be used.

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