Editing Believe

{{Status|RealWorld}}
{{References}}
<choose>
<option>{{Quote|A hero is more than [[john-117|a person]], a hero is a belief. A belief that, against impossible odds, the world can be saved—and that the world is still worth saving. Heroes inspire that belief in us. They renew our faith and give us that most precious of all gifts—hope. [[Earth|The world]] needs heroes. That's why, when a true hero arrives, the world will honor him.|Xbox.com introduction of "Believe".}}</option>
<option>{{Quote|A hero need not speak. When he is gone, the world will speak for him.|Magazine Ad}}</option>
<option>{{Quote|He's received the highest commendations for bravery. Countless decorations for honor and selflessness. But Master Chief's greatest achievement reaches far beyond what any medal could ever hope to commemorate. For the men and women of the 26th Century, he is a human embodiment of possibility, the last Spartan standing against an angry tide. This strength of spirit is forged through his legend. [[Jericho VII]]. The [[Fall of Reach|Battle of Reach]]. [[High Charity]]. Tales rife with sacrifice and courage. Tales that grow, flourish, and inspire. And while he shapes his own history, he in turn shapes the history of all who follow. For no matter what horrors are released upon the day, they cannot match the reply of soldiers emboldened with his spirit, an army of [[John-117|Master Chiefs]] unto themselves. '''BELIEVE'''.|Magazine Ad}}</option>
</choose>
'''Believe''' was a Microsoft marketing campaign for ''[[Halo 3]]''. Featuring the word “Believe” as a tagline, it appeared to honour the legacy of [[John-117|SPARTAN-117]], citing him as a hero of the [[United Nations Space Command]] whose brave actions inspired other servicemen during the [[Human-Covenant War]].
==Overview==
As part of the broader [[Halo 3#Marketing promotions|marketing campaign for ''Halo 3'']], ad agencies McCann-Erickson San Francisco, T.A.G., and AKQA developed the ''Believe'' campaign, capitalising on the myth surrounding the Master Chief, the artefacts of the Human-Covenant War, and how historians would look back on it decades after. {{Ref/Mag|Id=MCCTW|Magazine=Creativity|Year=2007|Month=10|Issue=10|Title=Master Chief Conquers the World|Page=21}}

The most central element of the ''Believe'' campaign was a 1200-square-foot diorama, the [[John-117 Memorial]], created by [[New Deal Studios]] and Stan Winston, who previously constructed practical effects for franchises such as ''Aliens'' and ''Jurassic Park''.{{Ref/Site|URL=https://www.gamesindustry.biz/halo-3-uk-tv-ad-detailed|Site=GamesIndustry.biz|Page=Halo 3 UK TV ad detailed|D=12|M=09|Y=2007}} The diorama would be shown off in a trailer directed by Rupert Sanders, who would go on to direct trailers for ''[[Halo 3: ODST]]'' and ''[[Halo 5: Guardians]]''.  It was also viewable as an interactive Flash movie on a website created by AKQA {{Ref/Reuse|MCCTW}}, and was the medium in which the photographs for the ''[[Shooting a Hero]]'' campaign were taken. {{Ref/YouTube|lCSIndw4btg|Halo FR|Halo 3 – Believe : Making of Shooting a Hero (Live Action VOST|D=4|M=7|Y=2025|Detail=Reupload of "Making of Shooting a Hero" due to original source being wiped}}

More live-action trailers were released as testimonials of UNSC veterans who fought at the [[Second Battle of New Mombasa]] alongside the Master Chief, humanising the Chief through the experiences of his fellow soldiers. {{Ref/Reuse|MCCTW}}

The music used in many parts of the ''Believe'' campaign, such as the Diorama website, the Jake Courage website, and its associated videos is [[Wikipedia: Prelude, Op. 28, No. 15 (Chopin)|"Preludes #15, Raindrop"]] by Polish composer [[Wikipedia:Frédéric Chopin|Frédéric Chopin]].
===Websites===
*'''[[Diorama]]''' – A fly-over through the [[John-117 Monument]]. Once available on the ''Halo 3'' website, now available through the [https://archives.halopedia.org/halo3/believe/ Halopedia Archives].
*'''[[Jake Courage]]''' – A collection of photography taken by Jake Courage during the Second Battle of New Mombasa, titled ''”Shooting a Hero”''. Once available on [[Xbox.com]], it is now available through the [https://archives.halopedia.org/halo3/jakecourage/ Halopedia Archives].
===Trailers===
*'''Testimonials''' – A set of four videos showcasing veterans of the Covenant War reminiscing over the Second Battle of New Mombasa.
**'''[[Museum]]''' – A live-action TV commercial featuring Major [[Pawel Czernek]], a UNSC veteran that fought in the Second Battle of New Mombasa alongside the Master Chief, reminiscing over his memories of the inspiring hero.
**'''[[Hunted]]''' – A live-action TV commercial featuring Lieutenant [[John Tippett]] walking through a wood where his platoon once hid from the [[Covenant]] many years prior.
**'''[[Enemy Weapon]]''' – A live-action TV commercial featuring veterans [[Roland Huffman]] and [[Tomas Navarro]] touring through the [[Museum of Humanity]], peering through UNSC and Covenant weapons on exhibit.
**'''[[Gravesite]]''' – A live-action TV commercial featuring Lieutenant [[Niraj Shah]] returning to the site of the Battle of New Mombasa, including the purported site of the Master Chief’s grave.
*'''Diorama''' – Two videos were released regarding the John-117 Monument.
**'''[[Believe: The John 117 Monument]]''' – An in-universe short documentary describing the construction of the John-117 Monument.
**'''[[Diorama]]''' – A TV commercial that pans through many points of view within the John-117 Memorial.{{Ref/Reuse|MCCTW}}
*'''[[Shooting a Hero]]''' – A short documentary detailing Jake Courage’s exhibition of the same name, showcasing photography of the Second Battle of New Mombasa and the Master Chief.
**'''[[Making of Shooting a Hero]]''' – A behind-the-scenes video detailing many aspects of the ''Believe'' campaign, including Jake Courage, ''Shooting a Hero'', and his photographs.
===Events===
*'''[[Believe (event)|Believe]]''' – Microsoft sponsored Linkin Park’s [[Wikipedia:Projekt Revolution|Projekt Revolution]] music festival, where Halo 3 was pushed in late summer 2007,{{Ref/Site|URL=https://news.microsoft.com/source/2007/08/09/halo-3-becomes-fastest-selling-pre-ordered-video-game-in-history-soaring-past-1-million-milestone/|Site=News.Microsoft.com|Page=“Halo 3” Becomes Fastest-Selling Pre-Ordered Video Game in History, Soaring Past 1 Million Milestone|D=14|M=8|Y=2025}} advertising an in-universe performance by the [[UNSC Symphony Orchestra]] in celebration of the Master Chief.{{Ref/Site|URL=https://forums.bungie.org/halo/archive27.pl?read=820881|Site=Forums.Bungie.org|Page=Halo 3 ad from Projekt Revolution|D=17|M=1|Y=2021}}
*'''Believe Plaques''' – Plaques that were placed in several locations. Many of these plaques are canonically incorrect, erroneously commemorating the Master Chief’s actions in the Covenant War past 2552, despite the war already being over and the Chief declared [[missing in action]] during this time. 
*'''Photo exhibitions''' – Several photos from Jake Courage were exhibited in cinemas across the United Kingdom.{{Ref/Site|URL=http://www.xbox.com/en-GB/games/h/halo3/jakecourage.htm|Site=Xbox.com|Page=Jake Courage Exhibit - Exhibition venues|D=9|M=7|Y=2008}}

==Canon status==
[[File:GhostsAndGlass_FullArt-scaled.jpg|thumb|250px|Anuru Kawiti's in-universe painting hosted in the Museum of Humanity.]]
According to Kotaku founder Brian Crecente on Kotaku on September 13, 2007, during a discussion he had with [[Frank O'Connor]], the creators of the campaign were not informed of the ending of ''Halo 3'', leading to multiple inconsistencies with the narrative depicted in ''Believe'' and the game's story.{{Ref/Site|URL=https://kotaku.com/gaming/gallery/halo-diorama-may-tour-country-299470.php|Site=Kotaku.com|Page=Halo Diorama May Tour Country|D=16|M=9|Y=2007}} However, according to [[Jeff Easterling]] on September 9, 2018 it was canon "for now".{{Ref/Twitter|Id=CanonForNow|GrimbrotherOne|1038618041989251072|Jeff Easterling|Quote=They are for now. Anything marketing/ad based is no real big deal to adjust or retire if necessary.|Y=2018|M=9|D=9}} In [[2025]], the campaign was referenced in the [[Halo Waypoint Chronicle|chronicle story]] ''[[Halo: 'Ghosts & Glass' by B. Giraud]]'' as an in-universe art series by [[Anaru Kawiti]], with a particular art piece by [[Anaru Kawiti]] featured in the [[Museum of Humanity]] and depicting the sacrifice of a [[SPARTAN-II program|SPARTAN-II]].{{Ref/Novel|Halo: 'Ghosts & Glass' by B. Giraud}}

==References to Believe==
===''Halo 3: ODST''===
In the ''[[Halo 3: ODST]]'' campaign levels ''[[Mombasa Streets]]'' and ''[[Tayari Plaza]]'', there are several graffiti where the player can read BELIEVE, a reference to the ''Halo 3'' marketing campaign. There is one particular area in ''Mombasa Streets'' though that has ''117'' in bullet holes next one of the BELIEVE graffiti.

===Serious Sam HD===
A trailer released for [[Wikipedia:Devolver Digital|Devolver Digtial]] and [[Wikipedia:Croteam|Croteam]]'s ''Serious Sam HD'' entitled "Seriously Believe" is an obvious tribute or parody to the Believe campaign, utilizing a selection of frozen in-game views in place of the models, a similar track, and a black screen at the end with the words "Seriously Believe" appearing, very similar to the original "Believe" trailer, before showing the game's logo.{{Ref/Site|URL=https://www.facebook.com/watch/?v=124743780873868|Site=Facebook.com|Page=Serious Sam - Serious Sam HD - Seriously Believe|D=14|M=8|Y=2025}}

===Fall Guys===
{{#widget:YouTube|id=117zjJbGCxk|right|width=300px}}
{{Main|Fall Guys (crossover)}}
The Spartan Showdown event in [[Wikipedia:Epic Games|Epic Games]] and [[Wikipedia:Mediatonic|Mediatonic]]’s ''[[Wikipedia:Fall Guys|Fall Guys]]'', an official crossover with Halo, was announced with a trailer that pays homage to the ''Diorama'' TV trailer, as a rendition of Chopin’s "Raindrop" plays while the camera pans over the game’s jellybean-shaped characters posed in various positions, akin to the soldiers in the John-117 Monument. It ends with characters dressed as the Master Chief and a [[Jiralhanae Chieftain|Brute Chieftain]] atop a central hill, like in the original trailer.

==Gallery==
===Promotional images===
<gallery>
File:H3 Believe Print Ad medal ad.jpg|Print ad for the ''Believe'' campaign.
File:H3 Believe Print ad Medal close up.png|Close up of the medal from the print ad above.
File:Halo-3-jake-courage-small-53190.jpg|Jake Courage overview.
File:MC_Stamp_Photo_440.jpg|Believe stamps.
</gallery>

===Jake Courage site===
<gallery>
File:Jake Courage venue page..jpg|JakeCourage.com Venue page.
File:Jake Courage 2.jpg|Jake Courage Website. Image 1
File:Jake_Courage_3.jpg|Jake Courage Website. Image 4
File:Jake courage 1.png|Jake Courage Website. Image 15
File:Kale.PNG|Jake Courage Website. Part of Image 19
File:Jake_Courage_4.png|Jake Courage Website. Image 21
File:H3-Believe-Jake Courage Photos.jpg|Jake Courage exhibition. Text 11, 17. Image 6, 8
</gallery>
===Plaques===
<gallery>
File:July 23, 2554 A.D.jpg|A plaque displayed in an unknown location dated July 23, 2553.
File:October_3rd_2554..jpg|A plaque displayed in an unknown location dated October 3, 2554.
</gallery>
==Sources==
{{Ref/Sources}}

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[[Category:Promotional material]]
[[Category:Believe]]
[[Category:Canon]]