Xbox Sets Guinness World Record to Launch New Game ‘Sea of Thieves’
215 McCann campaign sees David 'The Bullet' Smith shot out of a cannon and set a GWR for 'Greatest Distance Travelled as a Human Cannonball'
Sea of Thieves is a new shared-world adventure game developed by Rare for Xbox One and Windows 10 PC.
In this new world, legends aren’t born. They’re forged through beginner’s luck, happy accidents, daring deeds, and, sure, even the occasional epic failure. Players who set sail in Sea of Thieves unfurl their own unique pirate legends.
A game of legends requires a legendary ad campaign so 215 McCann decided to start things off with a bang. Literally.
The agency partnered with Microsoft’s lifestyle marketing team to shoot David “The Bullet” Smith out of a cannon 195 feet and set a Guinness World Record for “Greatest Distance Travelled as a Human Cannonball.” A man was launched to launch our campaign.
Then, to honour the most ridiculous deeds and unexpected accomplishments in this shared-world, the agency created a huge pirate museum. They enshrined real players as certified legends of a weird open sea. And everyone’s favourite treasure hunter, Sean Astin, guiding tour groups in the Museum of More Pirate. Eight unique videos bring different game elements to life online and in movie theatres near you.
The campaign aired globally on paid media (OVTV, SEM, High Impact/Standard Display, Cinema, Owned and Paid Social, OOH, Retail, Influencer) beginning April 2nd. Sea of Thieves is available now on Xbox One and Windows 10 PC.view more - Creative
Advertiser: Microsoft Xbox / Sea of Thieves
Senior Director: Taylor Smith
Marketing Director: Julie Lowe
PR and Social Media Manager: Shon Damron
Shopper Marketing Manager: Lifestyle and Pop Culture Marketing
Global Head of Advertising, Media & Product Marketing: Lisa Humphries
Post Production / VFX
Flame Artists: Brian Hajek, David Hernandez, Mark Holden, Michael Vaglienty
VFX Supervisor: Jake Montgomery
Telecine: Company 3
CG Artist: Zachary DiMaria, Stew Burris, Jamie Ohara, Joel Durham
CG Lead: VFX Supervisor / Lead CG
Lead CG FX: Brian Burke
Executive Producer: Asher Edwards
Matte Painting: Maxx Burman
Creative Agency: 215 McCann
Copywriter: Andy Holdeman
Art Director: Tor Kologlu
Chief Creative Officer: Scott Duchon
Executive Producer: Jeremy Arth
Business Affairs: Peter Goldstein
Director of Integrated Production: Alex Spahr
Senior Account Executive: Ben Blaska
Assistant Account Executive: Monisa Lu
Director of Business Affairs: Mary Beth Barney
Management Supervisor: Bryant Marcia
Director of Strategy: Brian Wakabayashi
Digital Production Company
Colourist: Dave Hussey
Production Company: Biscuit Filmworks
Executive Producer: Jeff McDougall
Director: Isaiah Seret
Line Producer: Andrew Travelstead
Sound Mix: Lime Studios
Engineer: Jeff Malen
Sound Designer: Michael Anastasi
McCann North America, Fri, 06 Apr 2018 15:48:24 GMT
Edit Company: Beast
Editor: Connor McDonald
Producer: Jeff Bielat
Executive Producer: Jon Ettinger