ACTIVISION
'Ghost Unmasked'

Activision stuns the gaming world by revealing an unexpected Call of Duty icon Lewis Capaldi.

OBJECTIVE:
Create global hype for Call of Duty: Modern Warfare II by delivering a buzzworthy, surprise and delight moment.

RESULT:
In a shocking twist, Call of Duty revealed the identity of the legendary masked character “Ghost” to be none other than Lewis Capaldi. The campaign unfolded through teaser videos, a hero film, and behind-the-scenes TikToks packed with Lewis’ signature humor.

The unexpected reveal took the gaming and music worlds by storm, generating record-breaking engagement and turning the launch into a viral sensation.