It’s an international award for the advertising industry, that’s what it is! Last summer we worked with our friends Wieden + Kennedy to create an online narrative campaign for Sega ESPN NFL Football called Beta-7. Read on, and when you are done, go vote for us to get the audience award!

“Beta-7″ is a disgruntled Beta tester who suffers some strange side effects after testing Sega’s new ESPN NFL Football game. He starts a blog in order to document what Sega has done to him and other testers as well as collect evidence from others that will help him prove his case and stop the release of the game.

I directed the campaign with Ed, and both of us wrote the narrative as well as various characters, including Beta-7’s arch-nemesis GamerChuck. Longtime Haxan pal Jimmy G. wrote the words of Beta-7 and did a brilliant job, in my opinion. Also onboard were our pals at GMD Studios, Johnny “Fire Hose” R., the fabulous Mary J. and so many more. The Beta-7 world is deep and complex, so dig around the net and see what you find if your interested. Heck, there are even pages out there about Beta-7 we had nothing to do with… just don’t ask us which ones.

In addition to the Silver Award in “Integrated Media” we were also awarded the Yahoo! Big Idea award, which goes to one of the awarded campaigns for most original and forward thinking concepts. Hot damn!

Check out the nine-minute movie on IFilm that explores the story in-depth.

Now go to the Andy Awards page and vote for us to get the audience award!

Okay, that’s enough shameless huckstering for a month.