Xbox Outdoor, Ambient, Digital, Case study Dead Rising 4: Zombie Christmas: The Real-World Trailer by McCann London

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Dead Rising 4: Zombie Christmas: The Real-World Trailer

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Industry Video Games/Consoles
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency McCann London
Chief Creative Officer Laurence Thompson, Rob Doubal
Creative Director Jamie Mietz, Sanjiv Mistry
Art Director Dan Howarth, Jacob Bjordal
Copywriter Jim Nilsson
Production Craft
Production Project Helix
Released April 2017


Cannes Lions 2017
Outdoor Digital Outdoor: Animated Digital Billboards / Posters Silver Lion

Credits & Description

Media: Experiential
Category: Entertainment & leisure
Client: Microsoft
Agency: McCann London
Production: Craft Worldwide (London), Helix 3D
Country: United Kingdom
Chief Creative Officer: Laurence Thompson
Chief Creative Officer: Rob Doubal
Creative Director: Sanjiv Mistry
Creative Director: Jamie Mietz
Copywriter: Jim Nilsson
Art Director: Jacob Björdal
Head of Art: Dan Howarth
Business Director: Sailesh Jani
Senior Agency Producer: Aaron Raybe
DoP: Sam White
Account Director: Tom Oliver
Group Account Director: Rob Smith
Planner: Charlotte Walters
Senior Agency Producer: Duncan Groves
Senior Agency Producer: Chris Cartwright
Agency Producer: Francisco Penedo
Editor: Francis Harris
Editor: Paul Jenkinson
Production Manager: Ruth Oates
Designer: Carl Warren
Designer: Simon Thomas
Designer: Dan Fields
Project Manager: Clare Mann
Designer: Michael Bow
Project Manager: Paul Gillespie
Head of Production: Sergio Lopez
Account manager: Isobel Thomas
Account Executive: Alice Parker
Account Executive: Sophie Grierson
Event Management: Momentum Worldwide, London
Streaming: Flux Broadcast
Video Production: Pebble Studios
Media Agency: Carat
PR Agency: Assembly
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.
Xbox had to make a trailer to launch a Christmas-themed game. But it was Christmas time, when TV and YouTube are full of ads and trailers. With all that clutter, how could Xbox make a trailer that over a million gamers were guaranteed to watch? Xbox didn’t make a regular trailer. They built one out of Christmas lights, installed it in central London, and gave the gaming world the power to switch it on. 500000 gamers switched on the trailer, revealing a story that could be walked through in person or on mobile. This wasn’t an ad. It was a destination, even listed in TimeOut. By piggybacking on a popular UK festive tradition, Xbox didn’t interrupt Christmas, they became part of the festive season.

1900% above avg. Facebook interaction
4000000 walked through it. (target: 1000000)
34% above sales target.