Challenge:
Create a copy-led campaign for Xbox that celebrates gamers wherever and however they play.

D&AD NEW BLOOD AWARDS 2025 ENTRY

BRIEF IN SHORT

In a world where you can now play anywhere, from your TV to your smartphone, what does that look like for a brand traditionally associated with a static ‘box’?

To reach more players with more games, Xbox needs to expand what it means to be an Xbox gamer.

With the promising future of cloud gaming, Xbox now shows up in more ways for more and more gamers.

Because now every screen can be an Xbox. So how can Xbox showcase this opportunity and celebrate the different types of gamers and ways they can play?

XBOX UNLOCK

Xbox Unlock is a worldwide event where Xbox transforms the city into a gaming playground.

Gamers receive a notification in the Xbox app, when any screen nearby becomes “playable.”

Through classic Xbox games, players can unlock the most unexpected screens in the city as they level up.

Anything can be an Xbox.

The final boss? A battle for the most dedicated gamers on one of the world’s biggest screens, Times Square, in an epic finale surrounded by fans and celebration.