Xbox / Microsoft - "The Birth of Gaming Tourism" by PHNX Awards 2020
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| Titre | The Birth of Gaming Tourism |
| Agence | McCann London |
| Campagne | The Birth of Gaming Tourism |
| Annonceur | Microsoft |
| Marque | Xbox / Microsoft |
| Mise en ligne | Avril 2020 |
| Secteur d'activité | Electronique grand public, audiovisuel |
| Synopsis | Although Xbox is an established brand amongst the gaming community, there was still a need to expand brand affinity beyond its hard-core audience and attract a new, more mainstream audience who didn’t care about action and weapons, traditionally the focal point of videogame marketing.We created the first-ever new reason to purchase games. Not to play. To visit.Because games had become so beautiful and detailed, we promoted them as genuine travel destinations. In a ground-breaking partnership with one of the world’s leading travel publishers, we created ‘The Rough Guide to Xbox’ – the first travel guide for virtual worlds, enabling people to engage with games in a brand new way. The transformation was completed with a range of online and offline multi-channel activations that all made people perceive videogames as viable tourist destinations, and created added utility once the world could no longer travel. |
| Type de média | Plateforme d'activation à 360° |
| Longueur | |
| Maison de production | Fire without Smoke |
| Maison de production | Momentum |
| Maison de production | Clockwork |
| Maison de production | Attention Seekers |
| Chief Creative Officer McCann UK and Co President | Rob Doubal |
| Chief Creative Officer McCann UK and Co President | Laurence Thomson |
| Directeur de la création | Jamie Mietz |
| Directeur de la création | Sanjiv Mistry |
| Concepteur / rédacteur | Jim Nilsson |
| Directeur artistique | Jacob Bjordal |
| Senior Planner | James Appleby |
| Senior Planner | Fanni David |
| Planneur | Thomas Keane |
| Designer | Matthew Thomas |
| Designer | Nazima Motegheria |
| Chef de projet | Clare Prager |
| Chef de projet | Anna Curtis |
| Responsable de la création | Rob Smith |
| Directeur associé | Sailesh Jani |
| Senior Account Director | Nicole Robinson-Spaude |
| Directeur de clientèle | Lynne Carter |
| Directeur de clientèle | Andrew Wynn |
| Senior Account Manager | Robert Stockton |
| Senior Account Manager | Conor Lloyd |
| Senior Account Manager | Anastasia Imam |
| Responsable de budget agence | Lucy Manning |
| Chef de groupe | Eloise Thompson |
| Chief Production Officer EMEA | Sergio Lopez |
| Lead Executive Producer | Sophie Chapman-Andrews |
| Producteur exécutif | Kin-man Ly |
| Producteur, maison de production | Alex Dougan |
| Junior Producer | Harvey Winter |
| Producteur, maison de production | Jeremy Reichman |
| Producteur print | Liam White |
| Producteur, maison de production | Angelo Tsolka |
| Acheteur d'art | Pam Oskam |
| Acheteur d'art | Julie Hughes |
| Studio Imaging Director | john martin |
| Senior Retoucher | Rob McDonald |
| Senior Editor | Matt Dollings |
| Senior Editor | Paul Jenkinson |
| Monteur | Sabina Dallu |
| Creative Researcher | Holly Webster |
| Print Studio Manager | Robbie Maynard |
| Creative technologist | Tai Smith |
| Photographie / Illustration | Duncan Harris |
| Photographie / Illustration | Josh Taylor-Dadds |
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