Electronic Arts promoted Medal of Honor with a press and outdoor advertising campaign in which soldiers connect with their loved ones, before and after combat. The first-person shooter games set in World War II, place the players as United States soldiers. Tags at the bottom of the advertisement include the words, “Real as Life”.
The Real as Life campaign was developed at Fortune Promoseven, Doha, Qatar, by creative director Fadi Yaish, copywriter/art director Kalpesh Patankar, account supervisor Charbel Mezher, photographer Jeremy Wong at Nemesis Pictures with illustration done at Mirage Works.
The campaign won the Dubai Lynx 2008 Print Grand Prix, gold awards in the Dubai Lynx Outdoor Gold, Cannes Outdoor and Press Lions.