Lead agency: Cakehead Loves
Client: Resident Evil, Capcom
Other agencies: Full Fat PR
Who came up with the idea?: Miss Cakehead
Who signed it off client-side?: Adam Merrett, Capcom
Who delivered it?
The team at Full Fat PR
Sharon Baker: creating meat limbs
Zoe Rutherford: extraction of blood
Emily Evans: screen-printing press packs made with human blood
Wesker & Son, the human butchery set out to generate buzz for the launch of gaming epic, Resident Evil 6 and to reach non-gamers attracted by its no-holds barred approach.
The campaign set out to offend, pushing the limits of taste by bringing to life the idea that a butcher had been forced to make use of all the human meat lying about as a result of the mass fatalities caused by the game’s C-Virus in order to survive.
In the words of Miss Cakehead, the results were “Insane levels of coverage and word of mouth, widespread newspaper coverage, online buzz and broadcast coverage in four different countries.”
Read more about Ideas of the Year: the book here. If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). Deadline is 20 January 2012, although if you can get things in earlier, that would be good.
Picture credit: Nathan Prask