Xbox invites gamers to make their own ads as part of new Halo 5: Guardians campaign

To emphasise the multiplayer aspect of the new Halo 5 game, Xbox has invited gamers to create ads to recruit for their squads via a dedicated website, and is using some of the ads made as official posters. We talked to ad agency McCann London about the campaign and why fan participation is such a popular approach in gaming ads…

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