Xbox wanted to celebrate its gaming community during the holidays—but without a major launch, we needed to create cultural impact out of thin air. We delivered a surprise moment that made every gamer feel like a hero, and gave them some well-earned social capital.

In 2023, we celebrated our 2nd annual Unconventional Awards, establishing a new tradition of breaking with tradition by putting our most innovative customers in the spotlight.

Xbox needed to drive engagement and sales during a slow release cycle—while evolving its brand voice to emphasize inclusivity, play, and community. So we brought them YouX—a cross-channel campaign built around the idea that we’re all more together.