A society of anthropomorphic rats and engaged in continuing to turn the routine wheel is the storytelling of the new global campaign of Xbox. A gray dystopia that presents video games as the only way to break monotony, connect with emotions and feel alive again.
The campaign presents the console as a vaccine against the inertia of reality
The idea of the creative agency Drug5 It positions the brand as a tool capable of awakening the most human essence and feeding creativity. In a world of infinite scroll and unconscious consumption of content, it defends that video games give users about their entertainment.
Microsoft’s brand expresses it with “Wake Up” (“Wake up”), which has been directed by David Fincher (“The Club de la Lucha”, “The Social Network”) and ROMAIN CHASSAING. The brand offers a cinematographic visual style fable and special high -level effects.
The result is a narrative set in “Squeakattle”, a fictional city populated by rats, in which its inhabitants only recover the human form when they rest for Enjoy video games. Horatio, the protagonist of the story, really discovers who is when he gets home and connects his Xbox. “A very necessary dose of fun transforms him into the human that was always”, Explains the brand in the description of the spot.
The announcement, as revealed by the images shared by Chassaig on Instagram, was carried out using Real actors with prospects Under very elaborate scenarios before postproduction. In the video, both the Reset producer and the specialized study in visual effects, 1920vfx.
Under the idea “awakens the side that you carry inside,” Microsoft seeks with this campaign to continue expanding the Xbox brand territory, while promoting its agreement with Samsung To take the game experience to your OLED TVs. It does, however, moving away from the product and betting on a much more narrative and contextual idea.
“The drug capacity5 to understand the current public and create works with cultural resonance made it the perfect choice”, Explains Craig McNary, director of Global Platform and Xbox brand, to Adweek, in reference your collaboration with the agency since the late 2024. “With ‘Wake Up’, they have helped us tangible our vision in a brave and unexpected way, reflecting both the emotional force of the game and our future”
This campaign also seeks to recover the advertising of video games from the beginning of the century, such as “Welcome to the Third Space”, by the late David Lynch for PlayStation 2, or “Champagne”, devised by BBH for Xbox itself. “Before Video game advertising was felt like a fault in Matrix, something honest in a sea of deceptions. ‘Wake up’ tries to revive that tradition and restore that dialogue“, says three collation, creative drug director5 New York.
“Wake up” has been activated in social profiles and the Xbox YouTube channel. As reported Adweekit is a global campaign and will have execution in the United States, Canada, Mexico, Brazil, Spain. France, Germany, Ireland, the United Kingdom, Australia, Korea, New Zealand, Italy, Belgium and Hungary.
