Agency Network: 
June 2017
Xbox / Microsoft: The Mall Santa
Xbox / Microsoft: The Mall Santa
Xbox Outdoor Ad - The Mall Santa
Xbox Outdoor Ad - The Mall Santa


‘Xbox Design Lab: The Fanchise Model’ was a campaign that let gamers take ownership of their unique controller design. And if others bought it, you earned a cut of the profits. To help people sell even more, Xbox created a bespoke series of ads that brought to life the inspiration behind their designs, ranging from personal anecdotes to movies to topical events. The ads deconstruct the inspiration into its individual parts, visually telling a quirky story. Befitting a premium product, they draw inspiration from the way fashion brands market luxury accessories, elevating the product to feel like a true object of desire.

Outdoor advertisement created by McCann, United Kingdom for Xbox, within the categories: Electronics, Technology, Gaming.

Advertising Agency: McCann London, UK
Production Company: MRM/McCann, Craft/McCann
Additional Agency: Ayzenberg
Production Company (additional): Foreal
Legal Expertise & Prize Fulfillment Agency: Helloworld
Co-President and Chief Creative Officers: Rob Doubal, Laurence Thomson
EMEA Creative Directors: Sanjiv Mistry, Jamie Mietz
Art Director: Jacob Björdal
Copywriter: Jim Nilsson
Head of Strategy: Karen Crum
Planner: Charlotte Walters
EVP: Rob Smith
Managing Partner: Sailesh Jani
Account Director: Tom Oliver
Senior Account Manager: Lynne Carter
Project Directors: Clare Mann, Mandy Wilson
Senior Project Manager: Paul Gillespie
Junior Project Manager: Anna Curtis
Head of Design: Dan Howarth
Designers: Gustavo Fernandes, Nazima Motegheria, Matthew Thomas
Chief Production Officer: Sergio Lopez
Producer: Doris Tydeman
Illustrator: Foreal
Print Producer: Liam White
Studio Manager: Ellis Faint
Artworker: Nick Cook
Retouching: John Martin, Rob McDonald
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