Dead Island's original cinematic trailer from this February was praised for its excellent animation, emotional impact and use of music, but criticized for its misleading depiction of what the game would be about. Some also found the use of children in the video to be distasteful. One thing was constant, though -- everyone had an opinion on it, good or bad.
Now, the trailer -- created by UK-based studio Axis Animation -- has been honored at the Cannes Lions International Festival of Creativity, apparently "the world's biggest celebration of creativity in communications" and "a global meeting place for advertisers, advertising and communication professionals."
The Dead Island trailer took a Gold award in the Internet Film category alongside other short films from advertisers such as Skittles and Google. It was one of a total of 41 Internet films shortlisted for a Lions award from "hundreds" of entries.
"We are overwhelmed to see the Dead Island trailer pick up an award at an event as prestigious as the Cannes Lions," said Axis' executive producer Richard Scott. "It goes to prove that the dedication shown by director Stuart Aitken and all of the Axis team has really paid off. I also want to give great credit to all the Deep Silver team because without their daring strategy and belief in what we could do, this project could have been so different."