In anticipation of Marvel Studios' "Deadpool & Wolverine" theatrical release, Xbox created the ultimate character merchandising stunt: The Cheeky Controller. Modeled after Deadpool's most talked-about asset, this limited-edition Xbox Wireless Controller transformed a character promotion into a culturally iconic moment.

The campaign went viral, driving over 5 billion impressions and a 25% sales boost on the Microsoft Store, winning The Clio Entertainment Grand Prix award, and earning two Bronze Lions at Cannes. 

Credits

Agency: McCann London
Clients: Xbox, Microsoft, Marvel
Creatives: Eleanor Weitzer, Peniel Gebreselassie
Agency Producer: Jordan Crankshaw

Production Company: Pavilion Works
Director: Dean Moore
Producer: Morgan Faverty
DOP: Arthur Loveday
Gaffer: Pearce Crowley
Art Director: Saskia Martindale

Post Production: DOMA
Editor: Daria Korsak
Editor: Hewitt
VFX: Josh May
Sound Design: Dale Curtis
Colourist: Thomas Kumeling