Xbox / Microsoft - "The Birth of Gaming Tourism" by PHNX Awards 2020
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| Título | The Birth of Gaming Tourism |
| Agencia | McCann London |
| Campaña | The Birth of Gaming Tourism |
| Anunciante | Microsoft |
| Marca | Xbox / Microsoft |
| Posted | Abril 2020 |
| Sector Empresarial | Electrónica doméstica y audiovisual |
| Sinopsis | 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. |
| Medio | Integrated Media/360 Activation |
| Duración | |
| Productora | Fire without Smoke |
| Productora | Momentum |
| Productora | Clockwork |
| Productora | Attention Seekers |
| Chief Creative Officer McCann UK and Co President | Rob Doubal |
| Chief Creative Officer McCann UK and Co President | Laurence Thomson |
| Director ejecutivo de creación | Jamie Mietz |
| Director ejecutivo de creación | Sanjiv Mistry |
| Responsable de conceptos / redactor | Jim Nilsson |
| Director artístico | Jacob Bjordal |
| Senior Planner | James Appleby |
| Senior Planner | Fanni David |
| Planificador de cuentas | Thomas Keane |
| Diseñador | Matthew Thomas |
| Diseñador | Nazima Motegheria |
| Director de proyectos | Clare Prager |
| Director de proyectos | Anna Curtis |
| Responsable de la creación | Rob Smith |
| Managing Partner | Sailesh Jani |
| Senior Account Director | Nicole Robinson-Spaude |
| Director de cuentas | Lynne Carter |
| Director de cuentas | Andrew Wynn |
| Senior Account Manager | Robert Stockton |
| Senior Account Manager | Conor Lloyd |
| Senior Account Manager | Anastasia Imam |
| Responsable de cuentas de agencia | Lucy Manning |
| Ejecutivo de cuentas | Eloise Thompson |
| Chief Production Officer EMEA | Sergio Lopez |
| Lead Executive Producer | Sophie Chapman-Andrews |
| Productor ejecutivo | Kin-man Ly |
| Productor de la productora | Alex Dougan |
| Junior Producer | Harvey Winter |
| Productor de la productora | Jeremy Reichman |
| Print Producer | Liam White |
| Productor de la productora | Angelo Tsolka |
| Comprador de arte | Pam Oskam |
| Comprador de arte | Julie Hughes |
| Studio Imaging Director | john martin |
| Senior Retoucher | Rob McDonald |
| Senior Editor | Matt Dollings |
| Senior Editor | Paul Jenkinson |
| Montador | Sabina Dallu |
| Creative Researcher | Holly Webster |
| Print Studio Manager | Robbie Maynard |
| Creative technologist | Tai Smith |
| Foto / Ilustración | Duncan Harris |
| Foto / Ilustración | Josh Taylor-Dadds |
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