Xbox Wants You to ‘Wake Up’ for Its New Global Brand Campaign | Gaming

Microsoft‘s Xbox is set to debut its new global brand campaign, “Wake Up.”

Launching via film, the campaign positions the gaming platform as a more immersive, life-affirming way to reconnect with ourselves. It will run across North America, South America, Europe, Australia, and Asia.

Conceptualized by creative agency Droga5, “Wake Up” was co-directed by acclaimed filmmakers David Fincher and Romain Chassaing. The film depicts the rat race of life through actual rat characters in “Squeakattle,” a fictitious city where those who embrace play discover what it really means to feel alive.

“Droga5’s ability to understand today’s audiences and create culturally resonant work made it a natural fit,” said Craig McNary, head of global platform and brand at Xbox, in a statement. “With ‘Wake Up,’ it helped us bring our vision to life in a bold, unexpected way—one…more

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