Minecraft's In-Game 'Togetherness Machine' Promotes Its Multi-Device Upgrade

'Better Together' Lets Players Unite Across Platforms

By Alexandra Jardine. Published on Sep 20, 2017

Editor's Pick

Yesterday was a huge day for Minecraft fans.

The game's "Better Together" update (with the name not to be confused with the 2014 campaign for Scotland to remain in the U.K.) unites players for the first time across different platforms and devices -- so you can play together regardless of whether you're on on mobile, Xbox One, or Windows 10 PCs.

To market the update to gamers, Minecraft is introducing an in-game device, the "Togetherness Machine." The "machine" uses claws to grab pieces of the game's separate platforms and brings them together in a unified village -- illustrating how users can engage with building and breaking cities in real time with other players. The campaign is by agency 215 McCann.

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Sep 20, 2017
215 McCann
Chief Creative Officer:
Scott Duchon
Microsoft Xbox
Creative Director:
Neil Bruce
Andy Holdeman
Art Director:
Zach Lepine
Carson Bell
Sarah Sweeney
Director of Integrated Production:
Alex Spahr
Business Director:
Peter Goldstein
Account Director:
Drew Porter
Account Executive:
Sam Brody
Group Strategy Director:
Brian Wakabayashi
Strategy Director:
Cassidy Wilber
Communications Strategist:
Amy Tucker
Production Company:
Recording Studio:
One Union Recording
Joaby Deal
Original Music:
Robot Repair

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