Title	VIDEO GAME VETERANS
Brand	IVAW
Product/Service	VIDEO GAME
Category	G01. BRANDED GAMES
Entrant Company	THE CYRANOS McCANN Barcelona, SPAIN
Advertising Agency	THE CYRANOS McCANN Barcelona, SPAIN

Name	Company	Position
Leandro Raposo	The Cyranos Mccann	Creative President
Pablo Colonnese	The Cyranos Mccann	Executive Creative Director
David Fernández/Jon Lavin/Joaquín Espagnol	The Cyranos Mccann	Creative Director
Jaume Rufach	The Cyranos Mccann	Copywriter
Eduard Cubel	The Cyranos Mccann	Art Director
Oriol Bombí	The Cyranos Mccann	Head Of Strategic Planning
Alba Riart	The Cyranos Mccann	Production Manager
Marta Grasa	The Cyranos Mccann	Account Director
Jesús Vergés	The Cyranos Mccann	Account Executive

Creative Execution

We developed a video game: THE TRUTH OF THE WAR, and sold it with a description like any other, promising excitement and REALISM. Nobody knew what they were really buying. It was an ordinary game which progressed in a normal way until the enemy killed you. Then, when you tried to play again, the truth became visible: THEY HAD KILLED YOU definitivamente. THE TRUTH OF THE WAR was the first video game in which you only had one life.

The action ended with the chance to fight against the war itself or get the amount paid for the video game refunded. 67% donated the amount to IVAW 33% wanted their money back 15% bought another game from Nurendsoft 55% rated it positively

IVAW works to support American soldiers and veterans who are under pressure not to speak out. IVAW’s specific aims also include bringing a rounded view of the conflict to a society whose access to information depends on mass media over which the government and the military exert a strong influence. The intention of this campaign was to refute the REALISM claimed by video games, by showing the true reality of war, its only truth. The only truth that nobody tells you when you go along to enlist. To do it without access to major media and only $3,000.