XBOXGears of War 4

REQUEST

On October 11, 2016, Microsoft released the much-awaited Gears of War 4, based on the iconic saga hugely popular with gamers. Microsoft wanted to set up a one-day event in Paris on October 6 for a hands-on presentation for journalists and bloggers.

IDEA

To maximize the reach and appeal to journalists outside of gaming (generalist press and lifestyle), Magic Garden decided to invite high-profile  Chef Yves Camdeborde to take part in a culinary performance in line with the game: cook an enemy.

DEVICE

• Lunch and dinner to maximise the presence of journalists and influencers
• Disused industrial site in line with the game’s post-apocalyptic universe
• Yves Camdeborde prepared the recipe live at the event
• Present recipe sheet at the end of the event
• Brief speech to unveil the game

*Photo credit: A.Peduzzi