Halo 5 was a different Halo, with no clear hero and no clear villain. So rather than create a campaign that answered questions, we created one deliberately designed to get fans debating the truth. We built a provocative teaser loaded with hidden messages, ran it with a "Serial" style podcast and in a world's first, ran two back-to-back ads that directly contradicted each other. Then we sat back, relaxed, and watched the internet crack in half.