Xbox Depicts Flesh-Eating Zombies in Christmas Lights to Promote 'Dead Rising 4'

Who Said the Undead Aren't Festive?

Published On
Dec 06, 2016

Editor's Pick

Microsoft Xbox is promoting Christmas-themed zombie game "Dead Rising 4" with a Christmas light display in London described as the "first trailer you can walk through."

The lights, hanging above the shopping plaza in London's Brunswick Centre, tell a story about hordes of flesh-eating zombies. The lights switch on and off in sequence to reveal a new narrative to gamers. As with all Xbox game trailers, it begins with the PEGI age rating logo and concludes with the iconic green Xbox end-frame.

Part of the campaign involved fans helping to switch on the display via social media, interacting with a cryptic Facebook Live stream of a zombie hand suspended above a button. Xbox followers moved the hand downward to press the switch and turn on the display, revealing the trailer to the world.

The campaign was created by McCann London to launch "Dead Rising 4," which launched yesterday for Xbox One and Windows 10 PC. Laurence Thomson, chief creative officer at McCann London, said in a statement: "We wanted to reinvent the game trailer to connect with today's gamers. What better way to celebrate the festive season and the launch of 'Dead Rising 4' than a gory Zombie apocalypse lit up in glorious technicolor? By subverting the traditional Christmas light display we're kicking the schmaltzy Christmas advert out of the window and instead appealing to gamers' tongue-in-cheek attitude."


Dec 06, 2016
Brand :
Client :
Agency :
McCann - London
Chief Creative Officer :
Rob Doubal
Chief Creative Officer :
Laurence Thomson
EMEA Creative Director :
Sanjiv Mistry
EMEA Creative Director :
Jamie Mietz
Copywriter :
Jim Nilsson
Art Director :
Jacob Björdal
Executive Vice President :
Rob Smith
Global Business Director :
Sailesh Jani
Account Director :
Tom Oliver
Account Manager :
Isobel Thomas
Account Executive :
Sophie Grierson
Account Executive :
Alice Parker
Creative Planner :
Charlotte Walters
Project Director :
Clare Prager
Project Manager :
Paul Gillespie
Head of Integrated Production :
Sergio Lopez
Senior Event Producer :
Aaron Raybe
Production Manager :
Ruth Oates
Senior Producer :
Duncan Groves
Junior Producer :
Romina Contepomi
Director :
Sam White
Sound Design :
Adam Smyth
Sound Design :
Chris Gilbert
Business Manager :
Nicholas Mugridge
Head of Design :
Dan Howarth
Designer :
Michael Bow
Designer :
Carl Warren
Designer :
Dan Fields
Designer :
Simon Thomas
Production Company :
Helix design production
Event Management :
Momentum Worldwide, London
Streaming :
Flux Broadcast
Video Production :
Pebble Studios
Music Licensing :

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