Xbox Outdoor Dead Rising by McCann London

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Dead Rising

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Industry Video Games/Consoles
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency McCann London
Director Sam Gunn
Chief Creative Officer Laurence Thomson, Rob Doubal
Art Director Jacob Bjordal
Copywriter Jim Nilsson
Designer Carl Warren, Michael Bow, Simon Thomas
Production Project Helix
Released December 2016

Credits & Description

Brand: Xbox/ Dead Rising 4
Agency: McCann London
Chief Creative Officer: Rob Doubal, Laurence Thomson
EMEA Creative Director: Sanjiv Mistry, Jamie Mietz
Copywriter: Jim Nilsson
Art Director: Jacob Björdal
Executive Vice President: Rob Smith
Global Business Director: Sailesh Jani
Account Director: Tom Oliver
Account Manager: Isobel Thomas
Account Executive: Sophie Grierson
Account Executive: Alice Parker
Planner: Charlotte Walters
Project Director: Clare Prager
Project Manager: Paul Gillespie
Head of Integrated Production: Sergio Lopez
Senior Event Producer: Aaron Raybe
Senior Producer: Duncan Groves
Junior Producer: Romina Contepomi
Production Manager: Ruth Oates
Director: Sam White
Sound Design: Adam Smyth
Sound Design: Chris Gilbert
Business Manager: Nicholas Mugridge
Head of Design: Dan Howarth
Designer: Michael Bow
Designer: Carl Warren
Designer: Dan Fields
Designer: Simon Thomas
Production Company: Helix
Event Management: Momentum Worldwide, London
Streaming: Flux Broadcast
Video Production: Pebble Studios
Music Licensing: Frukt
London, 6 December 2016: Xbox and McCann London have installed a series of Christmas lights that form the first-ever game trailer you can walk through. The lights - hanging above the shopping plaza in London’s Brunswick Centre - don’t feature traditional festive imagery. Instead they tell a story about hordes of flesh-eating zombies to promote the new Christmas-themed zombie game Dead Rising 4 - developed by Capcom and published in partnership with Microsoft which launches today on Xbox One and Windows 10 PC.
Last night, the online fan-base worked together to switch on the lights. By interacting with a cryptic Facebook Live stream of a zombie hand suspended above a button, Xbox followers moved the hand downward to press the switch and turn on the display, revealing the trailer to the world.
The Dead Rising Lights consist of nine panels of lights, suspended consecutively above a busy shopping plaza. The lights switch on and off in sequence to reveal a brand new narrative to gamers. As with all Xbox game trailers, it begins with the PEGI age rating logo and concludes with the iconic green Xbox end-frame.
The direct-response switch-on mechanism was part of a fully-integrated campaign revolving around the light installation, comprising:
• Live streaming on Facebook Live, Twitch and Periscope
• A festive event to mark the turning-on of the trailer
• Geo-fenced Snapchat filters
• An immersive, interactive 360° video so that those unable to visit the London installation can remotely experience it