Banks Hoggins launches print work for Devil May Cry

Capcom Europe, the computer games manufacturer, is putting its

biggest-ever adspend behind the launch of Devil May Cry in an attempt to

make it the "must-have" title for players this Christmas.



A total of £1.9 million has been earmarked to support a press and

poster campaign through Banks Hoggins O'Shea/FCB for the PlayStation 2

game, which will break across the UK and Europe in two weeks' time.



The poster advertising takes a macabre and surreal approach and features

the head of a scalped man whose brain is being churned by a food

mixer.



The game was devised by Shinji Mikami, who developed Capcom's Resident

Evil series. He was inspired by the European Gothic architecture of

Gaudi and action films such as The Matrix and From Dusk till Dawn to

create Devil May Cry's graphics, which aim to immerse players in a dark

fantasy world.



The Banks Hoggins joint creative directors David Alexander and Rob

Fletcher devised the advertising, which is targeted at both regular and

casual players.



Malcolm Venville, a director and photographer at Therapy Films, shot the

ad, which is due to run across Europe in the UK, France, Holland,

Belgium, Sweden, Norway, Denmark, Finland and Luxembourg.



Media, which is being planned and booked by MediaCom, will include

48-sheet cross-track posters on London Underground.



The ad will also appear in consumer titles such as Loaded and specialist

publications including the official PlayStation 2 magazine.



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