THE ITALIAN JOB
SCi is a video games company. When the remake of the film The Italian Job came out, they approached us to create a campaign.
Harking back to the original 1960’s version of the film, we thought it would be great to bring the original real life London underworld out of retirement for ‘one last job’.
With that, we got on the phone to Kate Kray, wife of Ronnie Kray, one half of the infamous Kray Twins.
She then got in touch with ‘The Boys’.
Each of ‘The Boys’ then got in touch with us with exactly the same request “I wanna know how much, when and where and I want it in writing?”
The game went to number 1 in the gaming charts across europe.
(No one was hurt in the making of this campaign)