RE5, the seventh version of the Microsoft XBox 360 game Resident Evil, is a survival horror third-person shooter video game revolving around Chris Redfield and Sheva Alomar as they investigate a terrorist threat in Kijuju, a fictional town in Africa. Given the huge success of the previous versions of the Resident Evil game, the challenge was to enthuse fans to feel the heightened sense of terror with the new version. Y&R Dubai developed a print advertising campaign that would show how gamers would fear the daylight as much as they feared the shadows before. Each ad in the campaign captured the post apocalyptic landscape and the dread that awaits the survivors, each with shirts bearing information on serving size and calorie count.
The Zombieland campaign was developed at Y&R Dubai by group creative director Michael Blore, creative directors/art directors/copywriters Shahir Zag and Komal Bedi Sohal, photographer Clive Stewart, illustrators Andrew Newman and Wayne at DXF, art buyer Caroline Symmonds, and account director Nadine Ghossoub, advertiser’s supervisor Yvette Van Rooyen, stylist Pierre Du Plessis, Hair/make-up artist Michel Ingoglia, location producer Mark Butler.