Xbox Design Lab
The Fanchise Model
Our ambition through the campaign was to revolutionise the concept of customisation and take it to all-new heights. That’s why we decided gamers should be given a stake in their unique controller design and earn a cut based on its sales – something that was unheard of. During the duration of the campaign controller sales spiked by 350%. This marketing-first campaign for Xbox Design Lab, and indeed any brand’s customization tool, inspired tens of thousands to claim a unique design from over eight million possible combinations, in the hope of it becoming the most coveted controller out there.
5th most awarded campaign of 2018
Xbox made Cannes Lions history by turning gamers into entrepreneurs: Microsoft Xbox and McCann London won the first Cannes Lions Grand Prix in eCommerce. Even the campaign’s art direction reflected Xbox’s mission to treat gamers as professional designers. Some of the new designs were chosen as centrepieces for poster, magazine, TV and online ads, drawing inspiration from advertising for luxury items such as watches.
Award Highlights
1 x Grand Prix Cannes Lion, 3 x Gold Lions, 1 x Silver Lion, 2 x Bronze Lions, 1x Grand LIA, 3 x Gold LIAs, 3 x Golds The One Show, 2 x D&AD Pencils, 1x Gold Eurobest, 1 x Gold Clio, 1 x Gold Epica Awards, 1 x Gold Webby
Fan Campaigns
To help them sell more, we gave selected controllers their own marketing campaigns, with print, OOH, videos, and banners. These 3D illustrations deconstruct the inspiration behind the fan design.
McCann might be the agency of choice for all things Microsoft and Xbox but we still had to pitch for this particular project. My idea of championing the controller surrounded by related imagery was something that stuck and was developed for the campaign.