Xbox "Destiny" by McCann London

For those who are not plugged into the gaming world, Destiny is one of the most anticipated releases this year. It is available on both the Sony PlayStation and Microsoft’s Xbox, but the latter was banned from advertising the game in the UK. Undeterred, McCann London created an online and press campaign to promote a fictional fragrance, also called Destiny, with links to a website that advertised the game’s availability on Xbox One. The fun and games didn’t last long, though – the website has now been replaced with generic bumf about "great offers". The work was created by Thomas Ilum, Rob Doubal and Laurence Thomson.