Layton was a killer Nintendo DS game, but it didn't have much of a following. What it really needed was the advertising incarnation of the rich universe that existed in the game—one that presents you with a puzzle at every turn.
So we crafted a campaign on par with that of a new film release, and one that embraced the magic of the mystery. Every single aspect of the creative was a puzzle in and of itself.
We wrapped the commuter papers with a content-rich replica of an Old London newspaper. Every article and 'ad' was a puzzle in and of itself.
