MassEffect live in Times Square action
When major studio decisions threaten beloved franchises, the fanbase doesn’t just sit back—they mobilize. This has been the rallying cry behind the #SaveMassEffect campaign, and yesterday, the movement delivered a spectacular blow to the corporate giants: a massive billboard has landed in the heart of New York City.
The campaign, coordinated by the @WeAreMassEffect team and content creator Kala Elizabeth, successfully pushed the #SaveMassEffect petition past 216,000 signatures. This impressive digital momentum culminated in a highly visible physical presence, turning the fight for the franchise into a landmark public display.
The massive advertisement is now live in Times Square, NYC, running all day. It is strategically placed at 1560 Broadway, situated directly above the Pelé store in Duffy Square. Fans in the area can catch the message, which runs for 15 seconds every hour at :35.
This high-profile placement is more than just advertising; it is a powerful statement about the demand for the Mass Effect universe. The campaign gained urgent momentum following EA’s recent decisions to shut down BioWare and cancel the next installment in the series. This grassroots effort was fueled by the excitement surrounding leaked pre-production trailers for what could have been the Mass Effect Universe, showcasing the staggering potential of the games fans were fighting to keep alive.
The creativity behind the stunt involved a unique touch. While the message was powerful, there was a small, amusing slip-up. Kala Elizabeth admitted that the text on the billboard, which read “Keelah Si’yah,” was actually a typo of the iconic Quarian phrase “Keelah Se’lai.” She explained that the original design faced copyright hurdles, forcing a frantic redesign where she had to animate quickly, resulting in the accidental misspelling. Despite the rush, the resulting message still served as a fitting and heartfelt tribute to the world and studio fans are desperate to rescue.
The momentum generated by this visibility is not slowing down. The organizers are now looking to expand the impact, exploring options for crowdfunding and extending the billboard presence to other locations. They are urging the community to continue their mission and HOLD THE LINE!
If you want to contribute to this ongoing effort, the campaign remains active. You can pledge your support and learn more about the cause by visiting the Change.org petition. Join the conversation and share your insights on this incredible community effort on Reddit at r/WindowsCentral.
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