VISIT XBOX: THE BIRTH OF GAMING TOURISM
| Title | VISIT XBOX: THE BIRTH OF GAMING TOURISM |
| Brand | MICROSOFT |
| Product/Service | XBOX ONE X ENHANCED |
| Category |
C01. Commercial Publications |
|
Entrant
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McCANN LONDON, UNITED KINGDOM
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Idea Creation
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McCANN LONDON, UNITED KINGDOM
|
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Production
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McCANN LONDON, UNITED KINGDOM
|
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Production 2
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CRAFT LONDON, UNITED KINGDOM
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Production 3
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FIRE WITHOUT SMOKE London, UNITED KINGDOM
|
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Production 4
|
MOMENTUM WORLDWIDE London, UNITED KINGDOM
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Production 5
|
CLOCKWORK Johannesburg, SOUTH AFRICA
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Additional Company
|
MRM METEORITE London, UNITED KINGDOM
|
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Additional Company 2
|
ATTENTION SEEKERS London, UNITED KINGDOM
|
Credits
| Rob Doubal |
McCann London |
Chief Creative Officer, McCann UK, and Co-President |
| Laurence Thomson |
McCann London |
Chief Creative Officer, McCann UK, and Co-President |
| Sanjiv Mistry |
McCann London |
Executive Creative Director |
| Jamie Mietz |
McCann London |
Executive Creative Director |
| Jim Nilsson |
McCann London |
Copywriter |
| Jacob Björdal |
McCann London |
Art Director |
| Jim Nilsson |
McCann London |
Director |
| Jacob Björdal |
McCann London |
Director |
| Karen Crum |
McCann London |
Head of Strategy |
| James Appleby |
McCann London |
Senior Planner |
| Fanni David |
McCann London |
Senior Planner |
| Thomas Keane |
McCann London |
Planner |
| Dan Howarth |
McCann London |
Head of Art |
| Matthew Thomas |
McCann London |
Designer |
| Nazima Motegheria |
McCann London |
Designer |
| Clare Prager |
McCann London |
Project Director |
| Anna Curtis |
McCann London |
Project Manager |
| Rob Smith |
McCann London |
EVP & CCO, McCann UK |
| Sailesh Jani |
McCann London |
Managing Partner |
| Nicole Robinson-Spaude |
McCann London |
Senior Account Director |
| Lynne Carter |
McCann London |
Account Director |
| Andy Wynn |
McCann London |
Account Director |
| Robert Stockton |
McCann London |
Senior Account Manager |
| Conor Lloyd |
McCann London |
Senior Account Manager |
| Anastasia Imam |
McCann London |
Account Manager |
| Lucy Manning |
McCann London |
Account Manager |
| Eloise Thompson |
McCann London |
Account Executive |
| Sergio Lopez |
Craft/McCann |
Chief Production Officer EMEA |
| Sophie Chapman-Andrews |
Craft/McCann |
Lead Executive Producer |
| Kin-man Ly |
Craft/McCann |
Executive Producer |
| Ellis Faint |
Craft/McCann |
Head of Studio |
| Alex Dougan |
Craft/McCann |
Head of Studio |
| Alex Dougan |
Craft/McCann |
Producer |
| Harvey Winter |
Craft/McCann |
Junior Producer |
| Jeremy Reichman |
Craft/McCann |
Producer |
| Liam White |
Craft/McCann |
Print Producer |
| Angelo Tsolkas |
Craft/McCann |
Producer |
| Pam Oskam |
Craft/McCann |
Art Buyer |
| Julie Hughes |
Craft/McCann |
Art Buyer |
| John Martin |
Craft/McCann |
Studio Imaging Director |
| Rob McDonald |
Craft/McCann |
Senior Retoucher |
| Matt Dollings |
Craft/McCann |
Senior Editor |
| Paul Jenkinson |
Craft/McCann |
Senior Editor |
| Sabina Dallu |
Craft/McCann |
Editor |
| Holly Webster |
Craft/McCann |
Creative Researcher |
| Robbie Maynard |
Craft/McCann |
Print Studio Manager |
| Tai Smith |
Momentum |
Creative Technologist |
| Duncan Harris |
Freelance |
Photography |
| Josh Taylor |
Freelance |
Photography |
Cultural / Context information for the jury
For decades, videogame marketing has focused on characters and weapons. But gaming has become so much more vast and life-like.
To Xbox attract a wider audience who didn’t care about the violence, Xbox created a new reason to buy videogames.
Not to play. To visit.
Xbox transformed into a travel brand, promoting not the gameplay, but the locations in games – all built around a groundbreaking partnership with one of the world’s biggest travel guide publishers, Rough Guides.
Together, we created 'The Rough Guide to Xbox', exactly like a travel guide to a country (what to see, when to go, what to buy etc.), but for the first time all the advice was for Xbox's richly detailed worlds.