Xbox were looking to create a campaign around the world cup, the brief was to engage their fans to use the Xbox One to watch and keep up-to-date with the World Cup but without promoting the football games that can be brought on the console itself.
How we answered the brief was to create social content that taught the user how to use the console features to watch the football matches on their Xbox One and to engage their fans by creating reactive content with the characters playable on the console.
At the early stages of concepting I suggested to use the flags as Xbox One controller skins, which the client loved and decided they wanted those images to go across their digital platforms and print adverts in store.
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