Xbox Gave a YouTube Star the Unboxing of a Lifetime for Forza Horizon 4

If you're a young YouTube celebrity known for unboxing and toy reviews, getting access to a limited-edition Lego set tied to the newest Forza Horizon video game expansion is pretty cool. But that was just the tip of the unboxing iceberg for EvanTubeHD. The video star, who has more than 6 million subscribers and nearly 4 billion combined views on YouTube, was the beneficiary of agency 215 McCann's "Ultimate Unboxing" stunt, made to promote Xbox's Forza Horizon 4 Lego Speed Champions Expansion Pack. As you can see in the reveal video below, he assumed he was just assembling a Lego set of the McLaren Senna featured in the racing game's new add-on content. But there was a lot more to it than that: [kickout id="1"] A popular YouTuber since creating his first videos at age 5, Evan is a leader in the booming niche of unboxing videos, which unwrap, unpack and assemble new toys. Obviously he got to make his own video version of the branded promotion as well: [kickout id="2"] Now that you've (hopefully) watched the videos to keep us from ruining the surprise, we can tell you a bit about what was waiting for Evan in his driveway. The full-sized Lego McLaren Senna was made from more than 400,000 pieces, which required 42 people working a total of 2,700 hours to assemble. It features functioning headlights, blinkers and a rear-view camera. While the ride isn't exactly street legal, Evan was able to take it for a test drive within the Forza world by sitting in the car while playing the game expansion on a screen large enough to cover his family's garage door. Marketers have used the unboxing phenomenon in a wide variety of ways in recent years, with some being more straightforward than others. Last year, for example, TBWA\Chiat\Day New York sent sneaker unboxing star Jacques Slade a mysterious shoe package that revealed itself to be a guide to how modern slave-labor practices are still used to produce fashion products sold around the world. That pro-bono effort was created in partnership with the Thomson Reuters Foundation. CREDITS: Campaign title: Driven by Imagination Brand: Xbox Forza Horizon 4 LEGO Speed Champions Creative title: Ultimate Unboxing Client: Microsoft / Xbox Sr. Director, Integrated Marketing: Taylor Smith Sr. Marketing Manager, Forza: Jonathan Segall Agency: 215 McCann Chief Creative Officer: Scott Duchon Creative Director: Nichole Geddes Art Director: Chris Onesto Copywriter: Frank Fusco Director of Integrated Production: Mandi Holdorf Senior Producer: Gabby Gardner Associate Producer: Jessie Ybarra Director of Business Affairs: Mary Beth Barney Business Director: Peter Goldstein Management Supervisor: Devina Hardatt Assistant Account Executive: Paige Kane Head of Strategy: Brian Wakabayashi Strategy Director: Cassidy Wilber Strategist: Christian Stewart Production Company: Alpen Pictures Director: Michael Bernstein Producer: William Cubbon EP: Christian Heuer DP: Tom Banks PD: Lauren Fitzsimmons Wardrobe Stylist: Michelle Thompson 1st AD: Mark Robinson Editorial: Cut & Run Editor: Pete Koob Executive Producer: Deanne Mehling Assistant Editor: Stefan Manz Producer: Cassandra Guardado Stock Music: APM Music LLC Audio Mix/Sound Design: Beacon Street Sound Design/Mix Engineer: Rommel Molina Mix Assistant: Mike Leone Senior SD/Mix Producer: Kate Vadnais Telecine/Color: Apache Digital Intermediate Colorist: Taylor Black Color Assistants: Luis Amaya Apache Producer: Stefanie Schaldenbrand Apache Executive Producer: LaRue Anderson VFX/Finish: KEVIN 2D Lead: Robert Murdock 3D Lead: Mike Dalzell Executive Creative Director: Tim Davies Executive Producer: Sue Troyan VFX Producer: Andrew Cowderoy 2D Team Chris Hunsberger 3D Team Carl Harders Matt Longwell Greg Mawicke Jessica Ramirez