The story behind the campaign
Challenge
Back in 2016, Xbox launched Xbox Design Lab, a website where gamers could customise and buy controllers, but at a higher price than standard controllers. In 2017, the challenge to the agency was threefold:
- Help generate awareness of the Xbox Design Lab service.
- Increase engagement by inspiring gamers to create more designs.
- Create a sales uplift for Xbox Design Lab controllers.
Chief Creative Officer at McCann London, Laurence Thomson, says: “To be a cut above the rest, Xbox needed that breakthrough marketing idea. A concept that would give Xbox Design Lab the kudos...