Ad Age reported yesterday that Microsoft Xbox has shaken up its agency roster, bringing in MDC Partners' Crispin Porter & Bogusky to create a fall campaign for the console. The agency could not confirm whether or not the campaign will involve the next gen Xbox 720, which the gaming industry has speculated is poised to launch around that time.
Until this point, Xbox has asserted its presence with ambitious multiplatform campaigns created out of Twofifteen McCann, formerly known as T.A.G. and AKQA. Twofifteen will remain agency of record and will handle work for products and various titles such as "Halo," while AKQA will be replaced by Razorfish as digital agency of record.
Below, take a look back at some of Xbox's notable marketing moves over the years.
Seems like ages ago when in 2005 Microsoft introduced the Xbox 360 via an integrated campaign out of a multiple agency team consisting of McCann Erickson San Francisco, 72andSunny, AKQA and design shop JDK. The campaign's spots, directed by Frank Budgen, took a decidedly lo-fi approach centered on gaming in the real world and featured a massive water balloon fight and an extreme double dutch set. The idea was to invite consumers of the world to "Jump In" to the social world of online gaming--a unique console gaming feature, at the time.
The capstone of the "Halo 4" push was Twofifteen's epic short "Scanned." Launched last fall, it explores the origins of Master Chief, from his days as a young boy named John-117 to his involuntary recruitment into the Spartan army when he endured the physical enhancements that transformed him into a legendary warrior. The film was produced by David Fincher out his new production company Reset, and Tim Miller, the man behind the gorgeous titles of Fincher's "Girl With a Dragon Tatoo," directed.