Campaign details

Advertiser: Microsoft
Brand: Xbox
Agency: McCann London
Country: Global


Xbox exists to 'empower gamers to do more' and places a relentless focus on ensuring that their community of gamers have the best experience possible.

This purpose comes to life through the thriving community of gamers the platform brings together – millions of people escaping into a world of joy, self-expression and adventure. Xbox is always listening, looking for ways to improve  to retain and grow its gamer community.

This focus on their gamers revealed an interesting behaviour  several had started to customise their own controllers, relying on their DIY skills.