Cannes Lions

SUNSET OVERDRIVE UNFILMABLE GAME

TWOFIFTEENMCCANN, San Francisco / MICROSOFT / 2015

Awards:

1 Shortlisted Cannes Lions
Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

Sunset Overdrive was a brand new franchise that needed to be introduced to gamers (ages 18-35). But it was also a very unique title that was completely self-aware ... a game that knew it was a game. So we needed break the fourth wall of marketing in the same way the game broke the fourth wall of gaming. We needed a huge self-aware campaign complete with its own self-aware live-action trailer. We poked fun at game marketing just as the game itself mocked gaming conventions, telling the story of a live-action shoot that should never have been attempted ... because the game was too dangerous to replicate in real-life. Hardcore gamers always remind us that they’d much rather watch gameplay than a live-action trailer in YouTube comments, and so this spot was our tip of the hat to gamers.

Similar Campaigns

12 items

Shortlisted Cannes Lions
Buy Black Friday

FACEBOOK, New york

Buy Black Friday

2021, FACEBOOK

(opens in a new tab)