Play Anywhere, Your Way

For entry into the D&AD New Blood Award competition,Lexi Kohuch and I entered under a creative brief from Xbox. The brief wanted to promote Xbox Game Pass, a paid service that allowed gamers to enjoy their favourite games anywhere they are.

The problem: The brief was clear, this copy-led campaign could not be about using gaming for gamers to disconnect from the people around them. It was a celebration of gamers and the ability to play anywhere.

Solution: Instead of using gaming as an escape from things like family and friends, use gaming as a solution for time gamers can’t get back. Time like waiting at a bus stop, taking a study break, doomscrolling, or waiting in a mall. Our ads were placed in specific locations to draw attention from gamers while they wish they were gaming.

As the lead on writing headlines, I wanted to connect specific games Xbox Game Pass offers with the places wasting gamer’s time. I also wanted to use language that would connect the games on the service to the places where our gamers are waiting.