New Blood Entry — Just Press X
Xbox / 2025
Insight:
Cloud gaming has changed everything. No more being tied to a place or console—Xbox turns every screen into a gateway to play. From Times Square billboards to airport ads to your phone on the metro, gaming is everywhere. Just Press X symbolizes this freedom: all you need is a screen and the will to play.
Idea:
Every screen is your screen. With Xbox Cloud Gaming, billboards, bus stops, and digital ads become gaming spaces. This campaign transforms these environments into portals for Game Pass titles, with copy tied to real-world settings. Just grab a controller, press X, and jump in.
Execution:
Xbox frees gaming from fixed spaces, turning the city into a playable world. From billboards to bus stops, every screen is a Game Pass portal. Just press X and play.
