Fighting for consumer attention during the holiday season is always a battle and Xbox wanted to ensure its rightful share of holiday sales. We saw the buzz around the XBOX stall at the Paris Games Week exhibit and were curious how a prop could create such excitement and buzz and how could this prospect be flipped on its back to drive sales, build customer loyalty and most importantly give the brand a relatable identity?


Giving XBOX France’s fans the opportunity to connect with the brand though Bernard, the stuffed bear, Elan Edelman created an emotional connect between people and the brand. Bernard interacted with his fans, called out competitions, and touched the fans in a relatable and tangible way bringing about an organic buzz. Bernard’s Christmas proved the power of creating thinking and turning an opportunity into an idea.