Xbox has launched two short films on Twitter and YouTube to raise awareness of how it can help the younger generation connect with elderly relatives with its ReBoxing initiative.
The brand offers ReBoxing kits to people who want to give their unwanted old consoles to anyone who is new to gaming technology 鈥 the kits feature simple instructions and labelling.听
McCann London created the two short films, each of which outlines the experience of a grandchild and grandparent who use Xbox to听connect with each other in games such as听Forza and Sea of Thieves.听
The "Beyond Generations" campaign was created by James Crosby and William Cottam, and directed by Chris Fowles through Craft. Media is handled by Carat.
According to Age UK, one million older people go longer than a month without speaking to anyone.
鈥淭his initiative is close to our hearts because it shows the power gaming has to make a genuine difference in people鈥檚 lives,鈥 Sanjiv Mistry, executive creative director at McCann London, said.听听
鈥淎nd the more people who take up the call and start 'ReBoxing' their old consoles and giving them to their grandparents, the more those siloes of loneliness start to break down.听
鈥淲e鈥檙e honoured to partner with Xbox to help nudge families a little bit closer together.鈥澨
Michael Flatt, global integrated marketing at Xbox, said: 鈥淚solation and loneliness are topics brought into sharp focus in present times, particularly for the elderly.听
鈥淚t鈥檚 important that we shine a light on the problem and we鈥檙e proud to bring this initiative into realisation, with the hope of making a step towards renewing family connections and democratising gaming for everyone.鈥
Last week, Xbox partnered Pringles for a campaign to bring a digital zombie called Frank to life.
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