Champagne
Brand: XboxAgency: BBH London2002FilmVideo · YouTube
The idea
Launch Xbox with a newborn flying rapidly through an entire life and landing in the grave.
Timeless principle
Launch the product by expressing the worldview behind it.
Why it works
The shocking compression makes ‘Life is short. Play more.’ feel like a conclusion, not a slogan. Xbox barely needs to appear because the film argues for play at the scale of mortality. The launch announces an attitude as much as a console.
