ART DIRECTOR/STRATEGIST: Matt Gill COPYWRITER: Ahalya Bahuguna

The Situation:

We had to create a copy led campaign for Xbox that celebrates gamers wherever and however they play.

The Insight:

Gaming offers us the achievement and success that we’re not all promised in real life. It provides a refuge in the form of a world where you can always be a winner and be in control.

The Strategy:

Create a campaign which shows gamers that Xbox lets you escape the real world wherever and whenever you want. We’ll do this by using real life boring situations where gaming on Xbox’s cloud services can help them escape to a world were boredom doesn’t exist. The campaign will feature OOH, video, social and experiential executions.

The Campaign:

Escape from Level 0

Life’s mundane moments—endless queues, boring meetings, dull commutes—can all feel like “Level 0.” Xbox Cloud Gaming offers the instant escape you need, letting you jump into epic adventures right from your phone, laptop, or console. Anywhere, anytime, you can break free from the ordinary and level up your day—only with Xbox.

OOH:

Video:

Experiential:

LEVEL 0 ESCAPE ZONES

Immersive pop-up installations in the very locations that represent the struggles people are trying to escape from like grocery stores, airports, train stations, college campuses, laundromats or even just major city centers.

Visitors unlock levels by completing quick gaming challenges. Prizes escalate with each level, reinforcing the idea of achievable success.

An AI generated image of what the pop up could look like.

Social Media:

“Play Anywhere” Interactive Map

Gamers share a photo or video of themselves gaming with Xbox Cloud Gaming and tag their location. Once shared, the posts are placed on an interactive globe that can be explored on a previously created website. The website would offer chances for visitors to buy Xbox products and learn more about their gaming services.