XBOX 360 LAUNCH CAMPAIGN
This campaign marked the arrival of Xbox 360’s online era with a clear message: games don’t just entertain — they bring people together. We turned a soccer match into a living metaphor for connection, merging the spectacle of a large-scale production with a very human truth about community.
The launch film was supported by a full 360º rollout, including print, outdoor, and digital pieces that promoted the “Live” edition, extending the idea into culture and onto every touchpoint. From stadium-scale energy to gamer-to-gamer closeness, every asset reinforced the promise of play without borders.
6,000 extras, dozens of cameras, a helicopter, two semi-pro soccer teams… and the feeling that you could jump into your own World Cup from your living room.
Yes — today everyone talks about “community” and “connection”… but back then we were doing it before it was a cliché.
