Xbox: The Real-World Trailer [image]

Credits & Description:

Title: Zombie Christmas: The Real-World Trailer
Agency: Mccann London
Brand: Microsoft / Xbox
Product: Xbox / Dead Rising 4
Country: United Kingdom
Entrant Company: Mccann London
Advertising Agency: Mccann London
Media Agency: Carat, London
Pr Agency: Edelman, London
Production Company: Helix 3d, London / Flux Broadcast, London / Momentum Worldwide, London / Craft Worldwide, London
Chief Creative Officer: Rob Doubal (Mccann London)
Chief Creative Officer: Laurence Thomson (Mccann London)
Creative: Jacob Björdal (Mccann London)
Creative: Jim Nilsson (Mccann London)
Head Of Integrated Production: Sergio Lopez (Craft Worldwide, London)
Senior Sound Engineer: Adam Smyth (Craft Worldwide, London)
Head Of Art: Dan Howarth (Mccann London)
Planner: Charlotte Walters (Mccann London)
Director Of Communications: Louise Ringrose (Mccann London)
Emea Creative Director: Sanjiv Mistry (Mccann London)
Emea Creative Director: Jamie Mietz (Mccann London)
Project Director: Clare Mann (Mccann London)
Senior Project Manager: Paul Gillespie (Mccann London)
Senior Event Producer: Aaron Raybe (Momentum Worldwide, London)
Senior Producer: Duncan Groves (Craft Worldwide, London)
Senior Producer: Chris Cartwright (Craft Worldwide, London)
Production Manager: Ruth Oates (Craft Worldwide, London)
Video Director: Sam White (Craft Worldwide, London)
Executive Vice President: Rob Smith (Mccann London)
Global Business Director: Sailesh Jani (Mccann London)
Account Manager: Isobel Thomas (Mccann London)
Account Executive: Sophie Grierson (Mccann London)
Account Executive: Alice Parker (Mccann London)
Editor: Paul Jenkinson (Craft Worldwide, London)
Editor: Francis Harris (Craft Worldwide, London)
Designer: Carl Warren (Mccann London)
Designer: Simon Thomas (Mccann London)
Designer: Dan Fields (Mccann London)
Designer: Michael Bow (Mccann London)
Producer: Francisco Penedo (Craft Worldwide, London)
Synopsis:
To launch a Christmas-themed game during a busy Christmas time, Xbox didn’t put their trailer on TV, like all their competitors.Instead, they built a trailer from a series of Christmas lights, and installed it at a central London shopping plaza, where people were doing their Christmas shopping.At first, it was off. The on-button was given to the gaming world via social. 500000 gamers switched it on.People didn’t skip this trailer. They walked through it to see a new story and new details about the game – co-written with the game developers – be told exclusively through the medium of lights. The trailer was listed in TimeOut, and thousands visited it in person, along with millions via 360 mobile .By creating a game trailer that only existed outdoors, in the form of Christmas lights, Xbox created something that went beyond advertising. It was a festive destination.
Entry Summary:
In the UK at Christmas, ads don’t just have to compete with each other. They also have to compete with festive entertainment like Christmas markets and Christmas lights.Christmas lights are a much-loved UK Christmas tradition, with people often travelling from miles away to watch the switching on of the lights. But they’ve never been used by brands to communicate outdoors.By creating a trailer that only existed as lights, Xbox was able to capitalise on that seasonal interest, which was also highly relevant to the Christmas theme of Dead Rising 4.