Launching across 13 key markets, BBH's campaign aims to broaden the gaming market by redefining consumers' notion of play. The campaign idea has been shaped by extensive research by Xbox identifying a change in the way young Europeans regard work.
The campaign addresses the fact that play is as important as work. "The philosophy is that it's important to play,
Fred Raillard and Farid Mokart, the creatives behind the campaign, said. They added: "The moments we play are the most beautiful moments."
Narrated by the dub poet Linton Kwesi Johnson, the TV ad features a mosquito in a forest who becomes joined in his rhythmic buzzing by fellow mosquitoes.
Their song crescendos until it is echoed by all the forest's creatures.
When the voiceover ominously says that it is time to "get a job", their musical play is interrupted and the world becomes a grimmer place.
Through this campaign Xbox intends to position its play as an inclusive and social experience. The strapline, "Play more", will run through its marketing campaign.
Media planning and buying is through Universal McCann and a long-term media strategy of provoking play has been identified. Ambient media will target kebab wrappers, beer mats, ashtrays and outdoor screenings to complement the TV and press work. The company has already launched a viral ad called "Champagne".
The ad was directed by Spectre's Daniel Kleinman. It was written by Raillard and Mokart, while John Hegarty was the creative director on the project. Post-production was by Framestore.
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