• D&AD Awards 2021
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The Birth of Gaming Tourism

Award: Yellow Pencil

Yellow Pencil / Entertainment / Experiential / 2021

Award: Yellow Pencil

Yellow Pencil / Integrated / Collaborative Campaigns

Award: Yellow Pencil

Yellow Pencil / Entertainment / Integrated

Award: Graphite Pencil

Graphite Pencil / Writing for Design / Graphic

Award: Wood Pencil

Wood Pencil / Direct / Integrated

Award: Wood Pencil

Wood Pencil / Gaming / Experiential

Award: Shortlist

Shortlist / Digital / Physical & Digital

Xbox believes gaming is for all. Yet games marketing focuses on action. To target a new audience, McCann London created a new reason to buy games. Not to play. To visit. The centrepiece was The Rough Guide to Xbox – the first travel guide for virtual worlds. Xbox transformed into a travel brand, with a stand at the UK’s biggest travel expo, tourist board-style ads, in-game guided tours, and even game bundles re-framed as package holidays. That was all before Covid. But when the pandemic hit, it cemented this new way to travel.

  • The Birth of Gaming Tourism
  • The Birth of Gaming Tourism
  • The Birth of Gaming Tourism
  • The Birth of Gaming Tourism
  • The Birth of Gaming Tourism

What did the judges have to say?

"It's just a brilliant idea. A great use of the immersive nature of video games turned on its head to create a newsworthy story that was incredibly executed."

Pete Baker, Film and Experiential Director & Senior Partner, The Glue Society

"The work emphasizes and promotes a positive message and reflects gaming and its communities, showing that game worlds are not just built for competition or violence, they provite charming, immersive and eye-open alter-universes. – Kailin Zhu"

Kailin Zhu, Senior Designer, UsTwo

"It's different, it's relevant and it gives a whole new dimension to open world games. Brilliant."

Pancho Cassis, Partner & Global Chief Creative Officer, David The Agency Madrid

"It's gonna be an industry classic. It turned around a whole category in a classy way, showing gaming from a different lens$no one saw this idea coming. But what I love the most about this one is that it will be timeless. There always will be more places, universes, and landscapes to explore."

Hugo Mario García, Creative Director, MediaMonks

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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