ZOMBIE CHRISTMAS: THE REAL-WORLD TRAILER
| Title | ZOMBIE CHRISTMAS: THE REAL-WORLD TRAILER |
| Brand | MICROSOFT |
| Product/Service | XBOX / DEAD RISING 4 |
| Category |
F01. Integrated Campaign led by Outdoor |
|
Entrant
|
McCANN LONDON, UNITED KINGDOM
|
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Idea Creation
|
McCANN LONDON, UNITED KINGDOM
|
|
Media Placement
|
CARAT London, UNITED KINGDOM
|
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PR
|
EDELMAN London, UNITED KINGDOM
|
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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
|
Credits
| 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
At Christmas in the UK, brand don't just compete with each other for people's attention. They also compete with festive entertainment like pop-up ice rinks and Christmas markets. How could Xbox launch Dead Rising 4, a Christmas-themed zombie game, at such a cluttered time of year?
Solution:
Xbox made a trailer in the form of seasonal entertainment. ‘Zombie Christmas’ was a trailer built out of Christmas lights, and installed in a central London neighbourhood. Gamers were given the on-switch via interactive live-stream (a big deal in the UK, as Christmas lights are normally switched on by celebrities). Once on, people could walk under the lights, watching them animate to tell a brand new story of blood, zombies, and the return of series' hero. Listed in TimeOut, the trailer became an entertainment destination. Tens of thousands visited it in person, and millions of gamers across the globe walked through it on