LIVING LEGENDS

TV | DIGITAL | SOCIAL

Microsoft and McDonald’s partnered to launch the new XBOX One gaming platform. We started by developing an impactful and strategic marketing approach that leveraged the power of the most common theme in video gaming, escapism. At the heart of the creative campaign was the thought of transforming everyday McDonald’s customers into their favorite video game hero. Our campaign focused on the main attributes of the lead characters of Rise, Son of Rome, Dead Rising 3 and Forza 5. Through the power of CGI, we turned winners into “Living Legends” by incorporating the visual and narrative elements of these three popular video games into the television efforts, the campaign created a sense of excitement, anticipation and escapism around the Xbox One launch, capturing the imagination of the target audience and drawing them into the experience.