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Creative

Unlearn How To Drive For McCann's New Campaign

McCann Worldgroup, 3 months ago

The 'Driver's Unstruction' campaign promotes the upcoming Forza Horizon 3 for Xbox One

Unlearn How To Drive For McCann's New Campaign

A new campaign for Forza Horizon 3 –available for sale September 27, exclusively on Xbox One and Windows 10 PC- gleefully ignores all finer techniques of precision driving, in favor of a “Driver’s Unstruction” program, that strips away the vestiges of civilized driving and encourages embracing the thrill of Wild Racing, the Forza Horizon 3 way.

 

Forza Horizon 3 is lizard brain driving. It’s exuberant. Spontaneous.  And makes you feel free. In Forza’s game universe there is no wrong way to drive as long as the pedal is down. The game and its Driving “Unstructors” take all imposed instruction and limits - and hair-raisingly leave them behind, by putting some newly licensed driver’s inside a Lamborghini Aventador, and showing them the right way to drive in Forza Horizon 3, and the wrong way to drive in real life.

 

This twofifteenmccann-created integrated campaign for Xbox, tagged “Driver’s Unstruction”, was directed by Emmy-nominated director Larry Charles (Borat, Curb Your Enthusiasm) and debuts August 31 in a global push that will include online “Unstruction” videos, cinema trailers, and a social media “Unstruction Manual.”

 

(Parental aside:  although the teens’ experiences in the video clearly were over-the-top awesome, note the controlled presence of Tanner Foust, pro racecar driver, in the closed track environment.)

 

Creative Agency

Creative Director: Ezra Paulekas

Copywriter: Kyle Davis

Executive Creative Director: Adam Reeves

Business Director : Peter Goldstein

Creative Agency: twofifteenmccann

Account Managers: Bryant Marcia; Sam Brody

Director of Integrated Production: Alex Spahr

Senior Art Director: Alper Kologlu

Senior Producer: Kacey Hart

Planning Director: Brian Wakabayashi

Brand Strategist: Daniele Dominguez

Head of Planning: Brian Wakabayashi

Music and Sound

Artist: Crown And The M.O.B.

Sound Design: Formosa Features

Song: “Love My People”

Music Agency: Beacon Street Studios

Production Company

Line Producer: Diane Castrup

Executive Producer: Luke Ricci

Director: Larry Charles

Production Company: Bullitt

Genre: PR