|Date of First Broadcast/Publication|
|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|
|Market||Europe, United Kingdom|
|Production Company||Spectrecom Films|
|Special Effects / VFX||Framestore|
|Agency Producer||Andy Gulliman|
|Art Director||Farid Mokart|
|Marketing Manager||Harvey Eagle|
|Account Handler||Remi Rasenberg|
|Account Handler||Derek Robson|
|Sound Design Company||Jonnie Burn|
|Lighting Director / Lighting||Ivan Bird|
|Creative Director||Sir John Hegarty|
|Set Designer||John Bramble|
|Editing Company||Cut and Run|
|Post Production||Helen MacKenzie|
|Animation Effects||Stephane Allender|
|Animation Effects||Ben Cronin|
|Animation Effects||William Bartlett|
|Animation Effects||Murray Butler|
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