In Brazil, we released the distribution of Xbox consoles with a real life game.
About the project
It was short money to advertise a very important product. We decided to use the power of Xbox fans, and invited one of the highest scoring players in Xbox Live network to be the advertising boy in this release. He was called the X ELEMENT and his identity remained in secret until the end of the campaign.
X ELEMENT challenged the audience with a game (in the real world) that would give the winners the first 10 Xbox 360 consoles that arrived in Brazil, see how the action happened:
Creative Director: Fabio Matiazzi
Creation: Mauro Ramalho, Fabio Matiazzi and Ana Dolabela
My name is Fabio Matiazzi.
You will see my work in a minute.