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Dead Island trailer wins Gold award at Cannes ... advertising festival

by Christopher Grant on Jun 29th 2011 1:20PM

Remember that excellent Dead Island teaser that spawned a nontroversy over its lack of gameplay footage? Well, it just won an award in Cannes.

But in the interest of clarity, we should note: This Cannes award isn't for the prestigious Cannes International Film Festival; rather, it's for the Cannes Lions International Festival of Creativity, a "global meeting place for creative professionals in the communications industry." Yeah, it's an advertising award, not a film award, but that's okay – it is an ad, after all, and the Cannes event is a major focal point in the ad world.

The Axis Animation-developed short won a Gold prize for Internet Film, alongside massive brands like Google and Skittles. Not bad for a zombie game by an unsung Polish developer, Techland, and a relatively unknown publisher, Deep Silver.

Via: Edge
Source: Cannes Lions

Tags: cannes-lions-international-festival-of-creativity, dead-island, deep-silver, microsoft, pc, playstation, ps3, techland, xbox

Reader Comments (24)

I think that the gaming community as a whole should be proud. Even if the game doesn't look to have the same gravitas the trailer did. That first time...was more than touching.

why cant the developers see that people liked the trailer because of its realistic despiction of human drama during a zombie apocalipse and the lack of electric machetes

Okay, now take this trailer and replace it with profanity-spouting slightly-racist caricatures of rappers and Farcry-esque fetch quests and you get a more accurate representation of what we've seen of the game so far.

@Theguyoverthere The game still looks way more serious than, say, Left 4 Dead.

That trailer gets me every time. It should come with a warning for dads.

@runn1ngman

Mine had the AOL safe social ad so that's kind of a warning for dads... That Bellhop isn't the kind of person I want my future daughter socialising with

That sure depressed the shit out of me.

I could have donw without a zombie daughter killing her dad and then being ejected out a window.

I really want this game.

In some internet places i frequent people completely uninterested in video games still loved this trailer, so, yeah, grats to those involved in making it.

Congratulations! You made an awesome CG trailer that is very interesting, emotional, and moving!

...then I played the game at E3...yikes...

This ad deserves an aware, unlike that pro pedophile Kia ads.

How come we don't see Guam zombies or Somalian zombies, or Filipino zombies?

It was really good....false advertisment, but really good

@Trilancer

Why is the first thing people jump to false advertising?

Maybe you should manage your expectations better, I never saw a big slap of copy saying "this is exactly how the game play will be". It's a trailer to a game but that doesn't mean it has to have actual game play in it.

@bemoustache

Weeelll, a trailer should convey the game properly. So even though the trailer for lets say cathrine had a lot of the cool story scenes, it still showed the game aspects.

When I saw the trailer for dead island, I (and many other I'm sure) assumed an epic story game like the original resident evils, silent hill and heavy rain.

No accompanying trailer with gameplay was released for some time, so many were dissapointed when they saw this was an average FPS shooting galley.

It's really a shame that this will forever be known as a trailer. It's really a great short. It's got a compelling narrative structure, it tells a complete story in three minutes, it evokes a strong emotional response (which is pretty impressive for CGI characters), and the final few seconds plus the home video is pitch-perfect. I also love that at the beginning it's not at all clear that the girl is a zombie.

Incredibly well deserved! One of the finest trailers that I have ever seen, if there's any justice the team behind the trailer should have offers flooding in. Bravo.

Unfortunately it's false advertising.

"The Axis Animation-developed short won a Gold prize for Internet Film, alongside massive brands like Google and Skittles. Not bad for a zombie game by an unsung Polish developer, Techland, and a relatively unknown publisher, Deep Silver."

Seems pointless to give credit to anyone but the advertising company, given how common the premise of zombies has become. They took a generic subject matter and created an interesting short about it, but if the game developers can't do the same no one will remember anything but the trailer two years from now.

@freaparn

The client still has to approve what the agency is making and in some cases (not many) bring some creativity to the table during briefs as well. I doubt Google and Skittles did their own advertising.. which I know they don't.

Still gives me shivers.

1. I hate AOL Safe Social more than anything!
2. That trailer was amazing, touching, well directed, and well animated

Yeah, and "Tree Of Life" was also awarded the Palme D'or. And everyone and their mother has walked out of that pretentious piece of shit.

With the exception of "The Artist", and "We Need To Talk About Kevin", Cannes was a huge joke, this year

(And yes, I red the article. I know this has nothing to do with the film festival)

That trailer deffinitley deserved recognition, and an award is like icing on a cake. It was quite well done.

Wait....She's a zombie. Never give a zombie girl a piggy-back ride.

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Dead Island trailer wins Gold award at Cannes ... advertising festival

Reader Comments (24)

Posted: Jun 29th 2011 1:24PM ToolroomKnight said

Posted: Jun 29th 2011 1:30PM Theguyoverthere said

Posted: Jun 29th 2011 1:42PM baby sea tuna said

Posted: Jun 29th 2011 4:51PM Androu1 said

Posted: Jun 29th 2011 1:31PM runn1ngman said

Posted: Jun 29th 2011 2:18PM oOWallaceOo said

Posted: Jun 29th 2011 1:51PM CaptainProtonX said

Posted: Jun 29th 2011 1:54PM Dumac said

Posted: Jun 29th 2011 1:59PM Butmac said

Posted: Jun 29th 2011 2:20PM hami83 said

Posted: Jun 29th 2011 2:28PM Dance Mofo said

Posted: Jun 29th 2011 2:29PM Trilancer said

Posted: Jun 29th 2011 10:37PM bemoustache said

Posted: Jun 30th 2011 6:37AM Trilancer said

Posted: Jun 29th 2011 2:31PM runn1ngman said

Posted: Jun 29th 2011 2:35PM archipelagos said

Posted: Jun 29th 2011 2:41PM koehler83 said

Posted: Jun 29th 2011 3:17PM freaparn said

Posted: Jun 29th 2011 10:40PM bemoustache said

Posted: Jun 29th 2011 3:20PM Marco le Polo said

Posted: Jun 29th 2011 3:50PM Warlock234 said

Posted: Jun 29th 2011 10:50PM Walter White said

Posted: Jun 29th 2011 10:55PM Walter White said

Posted: Jul 1st 2011 12:04AM RuleBook said

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