Champagne
- Brand:
- Xbox
- Agency:
- BBH London
2002FilmVideo · YouTube
Timeless principle
Launch the product by expressing the worldview behind it.
The idea
Launch Xbox with a newborn flying rapidly through an entire life and landing in the grave.
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.
