Title | Champagne |
Agency | BBH |
Campaign | Champagne |
Advertiser | Microsoft |
Brand | Xbox |
Date of First Broadcast/Publication | 2002 / 2 |
Product | Xbox |
Business Sector | Video Games/Consoles |
Tagline | Life's Short. Play More. |
Story | A woman gives birth to a child, the body shoots through the air getting older until it lands in a grave as an old man. |
Philosophy | BBH sought to broaden the appeal of console gaming by repositioning it as a positive and rewarding experience rather than a dark, sinister, or pointless one. It claimed ownership of the category high ground for Xbox instead of talking about product performance or the experience of gaming itself . Xbox focused on the benefits of Play and built a unique, engaging brand proposition in the form of Play More. |
Problem | Microsoft faced incredible challenges with the launch of its Xbox console in Europe. Not only was Sony PlayStation dominating the market with a massive 91% market share, but Nintendo Gamecube launched at virtually the same time as Xbox, at half the price, and with a considerably bigger marketing budget. Furthermore, Xbox launched in March, a historically console light sales period - 70% of games console sales occur in the 3 months before Christmas. |
Media Type | Television & Cinema |
Length | |
Market | Europe, United Kingdom |
Production Company | Spectrecom Films |
Post Production | Framestore |
Special Effects / VFX | Framestore |
Director | Daniel Kleinman |
Producer | Johnnie Frankel |
Animation Effects | Murray Butler |
Animation Effects | William Bartlett |
Animation Effects | Ben Cronin |
Animation Effects | Stephane Allender |
Post Production | Helen MacKenzie |
Editing Company | Cut and Run London |
Creative Director | Sir John Hegarty |
Set Designer | John Bramble |
Agency Producer | Andy Gulliman |
Lighting Director / Lighting | Ivan Bird |
Sound Design Company | Jonnie Burn |
Account Handler | Derek Robson |
Account Handler | Remi Rasenberg |
Marketing Manager | Harvey Eagle |
Art Director | Farid Mokart |
Copywriter | Farid Mokart |
Editor | Steve Gandolfi |