To demand Half-Life 3, an ad agency is crowdfunding a campaign to 'engulf Valve employees' lives'

Advertising campaigns usually involve a corporate client trying to reach consumers, but one marketing agency is looking to flip that upside down to help gamers reach Half-Life developer Valve … and the details seem a little frightening.

A pair of interns at the New Mexico-based ad agency McKee Wallwork & Co. have a crazy idea. They started a crowdfunding project on the website Indiegogo to raise money to help it lobby Valve to make and release a new Half-Life shooter game. The franchise’s previous games are some of the most beloved in the history of the medium, and fans have long begged the publisher to make the next one. McKee Wallwork is now monetizing those fan desires in a new kind of reverse marketing campaign that no one has ever really tried before.