But let's back up. How did this idea get off the ground?
About a year ago, the independent ad agency launched a new department for creating products. It has had success with that in the past; for Mondelez brand Milka, for example, it dreamed up chocolate bars with one square missing, giving people the option of sending the piece to a friend. Ten-year-old Buzzman, whose clients also include Burger King, Ikea and Chinese tech company Huawei, was Ad Age's International Small Agency of the Year in 2011.
The division, called Productman, was freshly formed when Buzzman had a meeting with Ubisoft, the creator of "Assassin's Creed," "Far Cry" and other games. The company was creating a South Park video game, which featured existing characters but also a new one, a kid whose flatulence gives him superpowers. Passing gas can teletransport him elsewhere. The game is called "South Park: The Fractured But Whole," which makes more sense when you say it out loud.
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