In London, Black Cats Advertise 'Fear 2' on Friday the 13th

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For the superstitiously inclined, Friday the 13th can be a worrying day, when many people act with increased caution, looking for signs of good or bad luck. Warner Bros. decided to capitalize on that paranoia when it launched its new video game, "Fear 2: Project Origin." Given the game's horror theme, the company chose a launch date of Friday, Feb. 13, and advertised on an entirely new and furry medium: black cats, a traditional sign of bad luck. The cats were given advertising-adorned jackets to wear and positioned at various iconic locations around London. The trained cats roamed the streets wearing their specially designed coats.

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