McCann-Erickson wanted to generate brand-relevant buzz for one of their biggest clients on advertising’s most celebrated international stage. We developed a platform that put Microsoft’s premier technology in the hands of key opinion leaders during a high-stakes game of digital combat.

To celebrate one of their biggest clients and establish a notable presence at the Cannes International Advertising Festival, McCann Erickson approached us to create a unique and innovative activation that could command one of the industry’s most hi-profile stages. The resulting concept was X’dOUT, a large-scale, Xbox-inspired game of digital “assassin” designed to engage Cannes VIPs and thought-leaders and to promote a range of Microsoft products.

The “connected experience” we developed turned run-of-the-mill gaming lounges into safe houses for an elite competition, and put the hottest camera-enabled Windows Mobile Devices in the hands of key influencers for an active and relevant purpose.

From the interactive online invitation process to the mobile game interface to the ongoing Windows-powered web support, this initiative was designed to include a host of Microsoft partners and infiltrate the entire festival.

Unfortunately, the Fates conspired against us on this one. The client had to allocate crucial resources to other commitments and this ground-breaking project was put on hold indefinitely with only a few weeks to go before Cannes. Three years later, at the SXSW Interactive Festival, we ran into a kid who had invented a mobile app that was eerily similar to the X’dOUT experience.