There are so very many trailers in the world for online games. The biggest audience for games is the millennial age group. Millennials are avid travellers. McCann London put these three things together to create a campaign for Xbox that stands out from the crowd.

The campaign for Xbox One X Enhanced, Microsoft’s top-of-the-line console, mimics tourism advertising, inviting viewers to visit the worlds create for top games. The worlds, shot by in-game photographers, are shown in their serene moments – before the battles, blood and drama that inevitably follows in most of the games.

On a digital hub, fans can generate postcards from top gaming destinations.

“This new type of ‘tourism’ offers people incredible new worlds to explore, from vibrant cities to exotic wildernesses to outer space,” stated Laurence Thomson, chief creative officer at McCann UK and co-president at McCann London.

“Game worlds are so rich and immersive; this campaign aims to showcase that beauty.”

Credits

Agency: McCann London

Chief Creative Officers McCann UK and Co-Presidents McCann London: Rob Doubal & Laurence Thomson

Executive Creative Directors: Jamie Mietz & Sanjiv Mistry

Senior Creatives: Jim Nilsson & Jacob Bjordal

Head of Strategy: Karen Crum

Senior Planners: James Appleby & Fannie David

Project Director: Clare Prager

Project Manager: Anna Curtis

EVP & Chief Client Officer McCann UK: Rob Smith

Managing Partner: Sailesh Jani

Account Management: Nicole Robinson-Spaude, Andy Wynn, Conor Lloyd, Anastasia Imam, Lucy Manning & Eloise Thompson

Chief Production Officer McCann WG EMEA, MD Craft EMEA: Sergio Lopez

Executive Producer: Kin-man Ly

Head of Studio: Ellis Faint

Head of Art: Dan Howarth

Designers: Matthew Thomas & Nazima Motegheria

Producers: Alex Dougan & Jeremy Reichman

Print Producer: Liam White

Production company (Film): Fire Without Smoke

Post production: Craft London

Production Companies (OOH): Momentum & Attention Seekers

Creative Technologist: Tai Smith

Production Company (Xbox.com website): Clockwork