The Brief

Create a simple print and social media campaign that celebrates the immersive nature of Xbox gaming and resonates with everyday players.

Insight

Every gamer knows the phrase: “I’ll just play for five minutes.”

But in a great game, five minutes has a strange elasticity — quietly stretching into hours.

Idea

The campaign turns that familiar phrase into the line:

How long is your five minutes?

Outcome

Developed as a conceptual campaign.

Client: Xbox

Agency: McCann London

Concept, Art Direction & Photography: Elias Benakrich