Minecraft - "Xbox Building History" by PHNX Awards 2023
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| Title | Xbox Building History |
| Agency | Edelman |
| Campaign | Building History |
| Advertiser | Xbox |
| Brand | Minecraft |
| Date of First Broadcast/Publication | 2022 / 7 |
| Product | Minecraft |
| Business Sector | Video Games/Consoles |
| Story | To celebrate the release of The Wild Update in Minecraft, Xbox wanted to tap into themes of heritage and conservation by recreating a recognisable historical British landmark in-game – Corfe Castle, Dorset – with the intent to engage younger generations with both Minecraft and British history. Conservation requires people to imagine ruins as they once were - and imagination is a huge part of Minecraft. To get gamers excited about history and the update pack with ancient ruins, we had to bring the past into the present. We formed a historic collaboration with The National Trust and unleashed the imagination of the Minecraft community by challenging them to recreate a real-world ancient ruin in the world of game, using the updates. First: Drones mapped the ruins of Corfe Castle Second: Developers created a base ruin within Minecraft that gamers could build on Third: We introduced a second key collaboration. Minecraft creator Grian and popular TikTok historian created a version of Corfe Castle in the game and shared with fans in film and on socials Fourth: We held event at Corfe Castle, merging real-life with online for a historic brand experience to drive further engagement and coverage |
| Media Type | Case Study |
| Length | |
| EMEA Chief Creative Officer | Mattias Ronge |
| EMEA Chief Creative Officer | Stefan Ronge |
| Executive Creative Director | Jamie Cordwell |
| Senior Art Director | Sabine Stromsky |
| Copywriter | Jamie Warburton |
| Strategy Director | Will Butterworth |
| Junior Strategist | Simon Alvey |
| Senior Director | James Donovan |
| Account Director | Ed Hooton |
| Account Director | Harry Zalenka Martin |
| Associate Director | Will Beckett |
| Account Manager | James Foggin |
| Senior Account Exec | Dominic Burt |
| Assistant Account Exec | Ruth Shuzilyu |
| Freelance Producer | Diane Chan |
| UNIT Creative | Jacques Salmon, Director |
| UNIT Creative | Paul Mortimore, Producer |
| UNIT Creative | Edward Hiscox, DOP |
| UNIT Creative | Amelia Crook, Production Manager |
| UNIT | Alec Eves, 2D Lead |
| UNIT | Denny Cooper, Colour |
| UNIT | Jamie Thomas, Sound Design |
| UNIT | Abi Klimaszewska, Producer |
| NJ Live | Toby Connolly, Event Coordinator |
| NJ Live | Clinton Good, Technical Event Coordinator |
| Microsoft | Samuel Bateman, UKI Marketing Communications Lead for Xbox |