Xbox "Beyond generations" by McCann London

Xbox has launched two short films on Twitter and YouTube to raise awareness of how it can help a younger generation connect with elderly relatives through its ReBoxing initiative.

The brand offers ReBoxing kits to people who want to give their unwanted old consoles to anyone who is new to gaming technology – the kits feature simple instructions and labelling. 

McCann London created the two short films, each of which outlines the experience of a grandchild and grandparent who use Xbox to connect with each other in games such as Forza and Sea of Thieves. 

The "Beyond Generations" campaign was created by James Crosby and William Cottam, and directed by Chris Fowles through Craft. Media is handled by Carat.

Last week, Xbox partnered Pringles for a campaign to bring a digital zombie called Frank to life.


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