Original Christmas Lights

Traditional Christmas scenes are replaced to create a video game trailer

Xbox and McCann London have installed a series of Christmas lights that form the first-ever game trailer you can walk through. The lights - hanging above the shopping plaza in London’s Brunswick Centre - don’t feature traditional festive imagery. Instead they tell a story about hordes of flesh-eating zombies to promote the new Christmas-themed zombie game Dead Rising 4 - developed by Capcom and published in partnership with Microsoft which launches in december on Xbox One and Windows 10 PC.

The online fan-base worked together to switch on the lights. By interacting with a cryptic Facebook Live stream of a zombie hand suspended above a button, Xbox followers moved the hand downward to press the switch and turn on the display, revealing the trailer to the world. Thus, after the multi-awarded "Survival Billboard" installation, McCann London and Xbox have found an other way to create an real life and digital event around the launch of a new video game.

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IN PURSUIT OF GREATNESS: A YEAR IN THE MAKING

The All England Club (AELTC) is launching a global campaign ahead of Wimbledon as it looks to grow its brand beyond traditional audiences and into Asia.
The ‘In Pursuit of Greatness’ campaign will launched across digital and social media before hitting cinemas with 60-second films showing throughout the UK. The AELTC has said it will focus particularly on Facebook, YouTube and Snapchat in an effort to target the younger demographic.

It will also span out of home with ads at tube and railways stations local to the event. The BBC is expected to show the content as part of its build up coverage to the tournament, which starts on 3 July.

Created by McCann Erickson London, the campaign was given a soft launch at last year’s event, however it will now extend to the US, Europe and Asia as part of the AELTC’s plans to champion the Wimbledon brand as a truly unique grand slam.