Xbox takes kids on educational Field Trips
Using seven popular games available on the system's Game Pass, McCann London highlights the benefits of learning through play by augmenting the gameplay experience with audio.
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Credits
powered by
- Agency McCann/London
- Production Company Borderland
- Director Ben & Simon
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Credits
powered by
- Agency McCann/London
- Production Company Borderland
- Director Ben & Simon
- Sound Factory Studios/London
- Production Agency Craft London (In-House at McCann/London)
- Editor Seb Coker
- Senior Audio Engineer Jack Hallett
- CEO Polly McMorrow
- Chief Creative Officer Robert Doubal
- Audio Producer Emily Thomas
- Director of Integrated Production Jack Bayley
- Chief Creative Officer Laurence Thomson
- Executive Creative Director Regan Warner
- Senior Producer Sarah Hall
- Creative Director James Crosby
- Creative Director William Cottam
- Executive Creative Director Sanjiv Mistry
- Executive Creative Director Jamie Mietz
Credits
powered by
- Agency McCann/London
- Production Company Borderland
- Director Ben & Simon
- Sound Factory Studios/London
- Production Agency Craft London (In-House at McCann/London)
- Editor Seb Coker
- Senior Audio Engineer Jack Hallett
- CEO Polly McMorrow
- Chief Creative Officer Robert Doubal
- Audio Producer Emily Thomas
- Director of Integrated Production Jack Bayley
- Chief Creative Officer Laurence Thomson
- Executive Creative Director Regan Warner
- Senior Producer Sarah Hall
- Creative Director James Crosby
- Creative Director William Cottam
- Executive Creative Director Sanjiv Mistry
- Executive Creative Director Jamie Mietz
Ever since Pong first blipped and blopped across screens, cries about the damaging effects of video games on the planet's youth have permeated the media. With its latest campaign, Xbox is hoping to flip the narrative.
Using audio learning layers (hosted on Spotify) and visual guides designed to support learning through play, Xbox and McCann London have created Beyond Xbox: Field Trips; a smart project in which educational content is seamlessly woven into kids' gaming experience.
Using seven games available on the platform's Game Pass - Minecraft, Sea of Thieves, PowerWash Simulator, Microsoft Flight Simulator, Age of Empires IV, Grounded, and Cities: Skylines - the augmented content aims to teach valuable life skills such as problem-solving, team building, communication, and analytical thinking, as well as curriculum-related topics like the history of piracy and tidal systems.
The campaign launched with a terrific five-minute documentary on the ethos and impact of the experience, directed by Simon+Ben through Borderland, with the audio lessons promoted across Spotify’s social channels and in-app.
“There is increasing evidence to suggest that play is one of the most powerful ways to learn," explains Ollie Bray, co-author of the European Games in Schools Handbook and collaborator on the project. "These interactive 'Field Trips' allow young people to immerse themselves in both popular and culturally relevant video games while developing important skills and exploring a variety of learning outcomes.
"The project provides a unique take on experimental learning.”
Rob Doubal, Joint-Chief Creative Officer at McCann London adds, “We are very proud of the team for this idea which could have a huge impact on gaming and education. This level of innovation is only possible because of a strong and fantastic partnership with the team at Xbox and a shared ambition to go beyond.
"We imagine that we will start to see similar ‘learning layers’ in all forms of tech.”
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