The Rough Guide to Xbox

Agency: McCann


Created in partnership with Rough Guides, one of the world’s leading travel guide publishers, the book is Rough Guides’ first-ever edition dedicated to virtual worlds, and works as a fully-functioning travel guide, exploring the stunning beauty of games beyond traditional gameplay.
Featuring top travel tips and photos shot by a professional in-game photographer, “The Rough Guide to Xbox” is intended, like other Rough Guides books, to be a valuable travel companion, except that every place from cover to cover can only be visited virtually in Xbox games – which have become vast, hugely detailed, and jaw-droppingly beautiful. It’s designed to encourage occasionally wandering off-piste away from the gameplay action to explore games for their sights to see.
The book features worlds from games such as Halo 5: Guardians, Metro Exodus and Forza Horizon 4, all of which are available on Xbox Game Pass.
The graphical detail of Xbox One X Enhanced games has made a new kind of travel possible, one where people can experience beautiful architecture, meet locals and make memories without having to leave home.

This professional campaign titled 'The Rough Guide to Xbox' was published in United Kingdom in January, 2020. It was created for the brand: Xbox, by ad agency: McCann. This Direct medium campaign is related to the Electronics, Technology and Gaming industries and contains 6 media assets. It was submitted over 4 years ago by Communications Director: Jessica Bayat of McCann Worldgroup.


Advertising Agency: McCann London, UK
Chief Creative Officer McCann UK and Co-President, McCann London: Rob Doubal
Chief Creative Officer McCann UK and Co-President, McCann London: Laurence Thomson
Executive Creative Director: Jamie Mietz
Executive Creative Director: Sanjiv Mistry
Senior Creative: Jim Nilsson
Senior Creative: Jacob Bjordal
Director: Jim Nilsson
Director: Jacob Bjordal
Senior Creative: Juan Peirano
Senior Creative: Hetu Negri
Head of Strategy: Karen Crum
Senior Planner: James Appleby
Head of Art: Dan Howarth
Designer: Matthew Thomas
Designer: Angelika Juszczyk
Project Director: Clare Prager
Project Manager: Anna Curtis
Senior Project Manager: Hannah Graff
EVP and CCO at McCann UK: Rob Smith
Managing Partner: Sailesh Jani
Senior Account Director: Nicole Robinson-Spaude
Account Director: Melanie Vickers
Account Manager: Anastasia Imam
Account Executive: Eloise Thompson
Chief Production Officer McCann Wg EMEA, MD Craft EMEA: Sergio Lopez
Executive Producer: Kin-man Ly
Head of Studio: Ellis Faint
Producer: Alex Dougan
Junior Producer: Aurelija Salickaite
Print Producer: Steve Tester
Producer: Jamie Cooper
Director: Ben Twiston-Davies
Production Company: Fire Without Smoke
Post Production: Craft London
Publishing Company: Rough Guides
Partnerships Agency: MIAI
PR Agency: Assembly


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