To celebrate one of their biggest clients and establish a notable presence at the Cannes International Advertising Festival, McCann Erickson approached us to create a unique and innovative activation that could command one of the industry's most hi-profile stages.

The result was X'dOUT, a large-scale, Xbox-inspired game of digital "assassin" designed to engage Cannes VIPs and thought-leaders and to promote a range of Microsoft products. The "connected experience" we developed turned run-of-the-mill gaming lounges into safe houses for an elite competition, and put the hottest camera-enabled Windows Mobile Devices in the hands of key influencers for an active and relevant purpose. From the interactive online invitation process to the celebrity blow-out awards ceremony, from the mobile game interface to the ongoing Windows-powered web support, this initiative included a host of participants and Microsoft partners, and permeated the entire festival and beyond.