The Irish ad agency pitched against Young/Euro RSCG and Cawley Nea\TBWA to pick up the EUR5 million creative and strategic business.
The Xtra-vision managing director, Martin Higgins, said: "All three agencies made very fine presentations. What swung the decision in favour of Hunter/Red Cell was its entrepreneurial spirit, its radical creative approach and its ability to challenge us when it mattered."
The Red Cell chief executive, Joe Clancy, added: "This is a marvellous win and introduces us to the dynamic home entertainment world."
Xtra-vision's media planning and buying is handled by Mediaedge:cia.