Challenge
Every year, Xbox rolls out a holiday toolkit alongside every other major consumer brand. Stores/webpages are awash with fluffy, feel good holiday campaigns that all blend into one pumpkin-spiced smelling warm hug. To break the mould in 2024, Xbox challenged us to build a holiday campaign that cut-through the noise that could stand out with shoppers during the season of giving.

Solution

We searched for what the holidays were really about. Gifting, but most importantly, getting the gifting right. Consoles have a cult-like reputation for producing incredible reactions during gifting season. Whether it’s your partner opening up the console they’ve gifted themselves during black Friday, or a present for a wide-eyed younger member of the family as they hold aloft their brand-new Xbox!

We sought to lean into this feeling in a big way, the avoidance of the need for that ‘awkward gift face’ they’d have had to summon if they’d opened socks. What resulted – unfiltered, joy – Xbox, the gift to get it right this holiday.