Handmade advertising.

They’ve done something similar before with their promotion for Coraline, but when W+K starts hand making packages like this for the new EA Dante’s Inferno game, you’ve got to sit up and take notice.
Influential gaming bloggers received the beautiful creations that are based on the 7 deadly sins and the rings of hell – the coolest of which is this sealed box that, when opened, begins to play “Never gonna give you up” by Rick Astley on an unending loop. The only way to make it stop is to use the enclosed hammer to bash the box to pieces.
Amazing idea. Amazing production. Amazing that they just made it all happen – I know of so many agencies that would have just laughed when the creatives said “We’ll make dozens of boxes by hand and…”

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