UM and Xbox challenged us to come up with an iconic activation in an iconic location for what was at the time the biggest game launch in history. The idea had to translate across physicial and digital channels to emotively engage with gaming fans.
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Hand 3 paint giant canvases of the games key hero’s using nothing but human skill and artistry at the busiest pedestrianised footfall location in London. 10 artists took 7 days to paint 300 sq/m of art using nothing but a print out of what the finished piece needed to look like.
1m shoppers engaged during activation
2.1m views of online making of video
8 industry awards
Attributed sales uplift of 2000% of title at Westfield HMV
Second most commercially successful UK game launch in history