XBOX
Downtime DNA
Xbox 360 needed to extend its lead in the console race by dominating digital free time with an emotional celebration of how entertainment defines each of us.
We wanted to pivot the Xbox message from one that is external to one that is personal. From the things that Xbox does to the things that can be done with it, from who Xbox is to who the audience is. Show how our audience make us amazing. Be the way they express who they are—and who they imagine themselves to be—through a dynamic integrated campaign.
Downtime DNA -
An eclectic, organic, beautiful mix of music, news, movies, sports, TV and games. Your DNA is a picture of who you are and the kinship with those around you. While you may be Angry Birds + Jay Z + Boston Bruins + Call of Duty, your best friend is Angry Birds + Bruce Springsteen + Boston Bruins + Mass Effect.
Playing, watching, listening, sharing, living—Xbox offers endless trails to follow and the technology to explore them. It makes it easy to evolve their DNA, add to it, and access it. It celebrates every individual in a way that no other platform can touch.