Xbox wanted to help bridge the generational divide, but it didn’t feel right to target the elderly. Instead, we wanted to encourage and facilitate the younger generation to make the first move. We knew young gamers would soon be upgrading to the next generation console (the Xbox Series S), which meant there would be a window of opportunity where their old consoles would be lying around collecting dust. Xbox wanted to make gifting an old console a no-brainer by making the process as simple as possible and also showing the benefits gaming could bring to their grandparents.

The majority of the elderly population doesn’t own consoles. We helped empower young gamers to gift their old consoles to the elderly people in their lives. ‘ReBoxing’ Kits were made available to download online. It had everything needed to get an old console ready and made it super simple for an elderly person to set up.

A ‘what’s in the box’ page acted as both a check list for the sender, and a handy contents list for the recipient. Paper tags could be cut out and affixed to each component, informing and instructing the elderly person to its use. And it was all topped off with a greetings card to write a personalised heartfelt message for their grandparents.