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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'

Xbox Sets Guinness World Record to Launch New Game ‘Sea of Thieves’
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.


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McCann North America, Fri, 06 Apr 2018 15:48:24 GMT