M&C Saatchi Wins Global Launch of Metal Gear Solid V: The Phantom Pain

Konami Digital Entertainment B.V. has appointed M&C Saatchi to the global launch of Metal Gear Solid V: The Phantom Pain; the most ambitious, most expensive game Konami has ever released.

Metal Gear Solid (MGS) is the iconic and landmark franchise created by the now legendary producer and director Hideo Kojima. Spanning over 25 years and a variety of formats beginning with the original Metal Gear on MSX through to PS4 and Xbox One, The Phantom Pain makes up the second and final part of Metal Gear Solid V Experience.

Targeting hardcore gamers and loyal MGS fans, and reaching out to a whole new generation of players, M&C Saatchi will create an immersive 360° campaign for the upcoming release of Metal Gear Solid V: The Phantom Pain. The biggest and boldest launch of the franchise, with an anticipated global media spend of £30m, M&C Saatchi’s brief spans communication and brand strategy, web design and build, film, outdoor, print, social, experiential, PR and CRM.

M&C Saatchi won the business in a competitive pitch run on both sides of the Atlantic including LA-based Ayzenberg, London shop BETC and two other undisclosed agencies.

Metal Gear Solid V: The Phantom Pain will be released for PlayStation 3, PlayStation 4, the Xbox 360 games and entertainment system and Xbox One. Release date 2015.

Richard Alford, Managing Director at M&C Saatchi, said: "Launching a new game as important as Metal Gear Solid V is going to be brilliant fun and a huge challenge. This is a truly global franchise that whips up passions and prejudices wherever it goes. We can’t wait."