Title	ZOMBIE CHRISTMAS: THE REAL-WORLD TRAILER
Brand	MICROSOFT
Product/Service	XBOX / DEAD RISING 4
Category	C02. Animated Digital Billboards / Posters
Entrant	McCANN LONDON, UNITED KINGDOM
Idea Creation	McCANN LONDON, UNITED KINGDOM
Media Placement	CARAT London, UNITED KINGDOM
PR	EDELMAN London, UNITED KINGDOM
Production	CRAFT WORLDWIDE London, UNITED KINGDOM
Production 2	MOMENTUM WORLDWIDE London, UNITED KINGDOM
Production 3	HELIX 3D London, UNITED KINGDOM
Production 4	FLUX BROADCAST London, UNITED KINGDOM

Name	Company	Position
Rob Doubal	McCann London	Chief Creative Officer
Laurence Thomson	McCann London	Chief Creative Officer
Sanjiv Mistry	McCann London	EMEA Creative Director
Jamie Mietz	McCann London	EMEA Creative Director
Jim Nilsson	McCann London	Copywriter
Jacob Björdal	McCann London	Art Director
Clare Mann	McCann London	Project Director
Paul Gillespie	McCann London	Senior Project Manager
Sergio Lopez	Craft Worldwide, London	Head of Integrated Production
Aaron Raybe	Momentum Worldwide, London	Senior Event Producer
Duncan Groves	Craft Worldwide, London	Senior Producer
Chris Cartwright	Craft Worldwide, London	Senior Producer
Ruth Oates	Craft Worldwide, London	Production Manager
Dan Howarth	McCann London	Head of Art
Sam White	Craft Worldwide, London	Video Director
Charlotte Walters	McCann London	Planner
Rob Smith	McCann London	Executive Vice President
Sailesh Jani	McCann London	Regional Business Director
Tom Oliver	McCann London	Account Director
Isobel Thomas	McCann London	Account Manager
Sophie Grierson	McCann London	Account Executive
Alice Parker	McCann London	Account Executive
Louise Ringrose	McCann London	Director of Communications
Paul Jenkinson	Craft Worldwide, London	Editor
Francis Harris	Craft Worldwide, London	Editor
Carl Warren	McCann London	Designer
Simon Thomas	McCann London	Designer
Dan Fields	McCann London	Designer
Michael Bow	McCann London	Designer

Brief Explanation

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. 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 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.