215 McCann launches new spot directed by MJZ's Henry Hobson
Xbox is introducing its updated brand message, 'Jump In', in a new global integrated campaign that debuts just in time for the holiday season.
The campaign, developed by 215 McCann, shows off both the scope and variety of Xbox games as well as the power and energy of the Xbox community. As a diverse community of gamers come together over their shared passion, they are mirrored by characters from their parallel gaming universes uniting from all corners of the world to celebrate together. The spot highlights the combination of the two as the real power behind the Xbox platform. These adrenaline-pumping, adventure-filled videos feature popular tracks such as 'Feel the Love' by Kids See Ghosts, 'Freedom' by Grandmaster Flash and the Furious Five, as well as songs from Brother KAMAU and Handsome Boy Modeling School.
The integrated nature of the campaign shines a light on all of the different ways people engage with gaming — whether it’s watching a live stream, scouring the internet for tips, attending a con, making a new friend from across the globe, or beating one’s own high score, there is a place for everyone in this expansive community.
“’Jump In’ is an open invitation to all gamers and reminds us that gaming is all about human energy, community, and fun. Xbox is committed to delivering more choice and to make gaming more accessible to more people with great games, new experiences, and more ways to play. Our refreshed ‘Jump In’ brand campaign is the ultimate celebration of fun through a shared love of gaming,” said Craig McNary, director, global brand & integrated marketing & communications at Xbox.
The global campaign also includes prominent digital out of home, high-impact digital takeovers, digital radio on Spotify, social, retail and PR. This brand campaign showcases Xbox’s library of 1st and 3rd party games, as well as the family of Xbox consoles, and runs from October 22 through the rest of the year.