Cheeky Controller
In 2024, gaming hardware sales were down across the globe. Xbox needed more than a new product…they needed a moment.
Marvel Studios’ Deadpool & Wolverine was the pop culture event of the year, with every brand fighting to be part of it. The challenge: how could Xbox earn a place in the most anticipated release of 2024 and put hardware back in the spotlight?
While others used Deadpool’s face, Xbox went for the body part he talks about most, his ass, and turned it into a controller. The limited-edition Cheeky Controller launched as a global sweepstakes with custom packaging, handwritten notes, and Deadpool’s own tone of voice. Ryan Reynolds unboxed it, fans 3D-printed and sold it, and the internet lost its mind.
The result? 5B impressions, 750+ press articles, Xbox’s most engaged TikTok ever, Microsoft’s #1 Instagram post, and a 25% lift in Microsoft Store sales. A ridiculous idea that became a record-breaking product launch and picked up wins at every award show Including Cannes Lions, D&AD and One Show.
ECD: Regan Warner | CD: Jim Nilsson, Jacob Bjordal | Creative: Peniel Gebreselassie, Eleanor Weitzer | Director: Dean Moore
PROJECTS
M+C Saatchi UK’s LGBTQIA+ group ‘PROUD’ and Bauer Media Outdoor Europe have launched ‘Pride is Everything’, a new multi-market campaign created with LGBTQ+ communities across Europe.
Running on out-of-home sites across the UK, Belgium, Ireland, the Netherlands, Norway, Denmark, Finland, Sweden, and Poland, the campaign rejects the increasingly homogenised portrayals of Pride often seen during Pride season in favour of something more authentic: a portrait of queer life created by the people living it.
Queer creators, community members, allies and families were invited to share their own images, stories and experiences of Pride. Disposable cameras were also distributed across Europe, giving LGBTQ+ people the opportunity to document Pride through their own eyes and on their own terms.
The resulting work captures moments of joy, love, friendship, family, protest, celebration and everyday life, revealing the infinite ways queerness is experienced across Europe.
At a time when queer communities are increasingly being spoken about, 'Pride is Everything' hands the conversation back to the people at its heart.
Created from images and stories shared by LGBTQ+ people, allies and families across Europe, the campaign celebrates Pride in all its forms, from the extraordinary to the everyday, while ensuring the people behind those stories are seen, credited and elevated.
A motor finance campaign for the Financial Conduct Authority that swapped conventional financial services advertising for epic bonnet slides, turning making a claim into a moment of confidence.
We published an issue of Vogue created by and dedicated to women over 50 with the aim to solidify that age should no longer be an issue in culture. It racked up a couple Lions and 20+ shiny things.
L'Oréal Paris has always believed that everyone is worth it, whoever you are, wherever you're from. Partnering with The Prince's Trust to empower young people with the tools they need to develop their confidence and self-worth.
