CHANGING THE GAME

MICROSOFT / MCCANN NEW YORK + McCann / New York + Microsoft / Seattle + McCann / New York + Microsoft / Seattle
CREARCHIVE Score
371
MICROSOFTCHANGING THE GAME2019
Case Film
BrandMICROSOFT
AgencyMCCANN NEW YORK + McCann / New York + Microsoft / Seattle + McCann / New York + Microsoft / Seattle
Award ShowCannes Lions
CategoryINTEGRATED
Year2019
CountryUnited States
Description

About the Work Video games provide incredible emotional and mental health benefits and can be a great way to connect to others. But some didn’t have access to those benefits. The video game industry has long ignored the 33 million gamers in America with limited mobility. As a result, gamers with limited mobility would either hack together hodgepodge tools and homemade controllers or had to spend a lot of money on a custom controller. For most, gaming was impossible. A group of gamers with disabilities approached Microsoft and asked them to address the challenges they had playing with traditional Xbox controllers. The Xbox Adaptive Controller originated from a company-wide hackathon. Engineers and designers then partnered with members of the accessibility community during the beta testing to help shape the design, functionality, and packaging of the Xbox Adaptive Controller. The design was chosen to accommodate as many people with limited motion disabilities as possible.

Awards
  • • Cannes Lions — General — Grand Prix
  • • The One Show — Innovation in Branded Entertainment — Gold Pencil
  • • The One Show — Innovation in Design — Gold Pencil
  • • The One Show — Innovation in Experiential — Gold Pencil
  • • The One Show — Innovation in Health & Wellness — Gold Pencil
  • • Clio Awards — Innovation / Product Innovation — Grand Clio
  • • Clio Awards — Design / Product Design — Gold
  • • Clio Awards — General — Silver
Credits
AgencyMcCann / New York
EditorDamion ClaytonAlexandra DebriconMike DistelkampJohn GerardiSofie Borup
ComposerJoel SimonJason Krebs
DirectorDeana SingletonStacy TerrienJean LeahyCraig McNaryBryan BuckleyAlex GoroshPierre CailliarecKaren Hennegan
ProducerCarolyn JohnsonRebecca MagnerEric JohnsonDan GrossMino JarjouraCaleb DewartKevin ByrneDan DuffyMatt LefebvrePeter BunsteinLisa BarnableLane KarasMichael BerkmanRussell GreeneWill KaplanBarbara KontarovichJeff FiorelloJustine Cortale
StrategistJoanna SchwabEldad HeilweilJordan Berger
Account TeamRon SchottHannah WestingJeremy MillerVeronica MaoKevin NelsonTina GalleyRosemary CalderonePat SixKyle RossStella WarkmanJessica JacobsonSam BelkinDavid HalberstadtEve Kornblum
Creative TeamMartha WestWill MontgomeryJulie KoongDavid CappolinoAlicia Foor
Client / BrandMicrosoft / Seattle
Digital ArtistBenny KarasDavid SullivanBrian LoschEdward ReinaSudney Botie
Sound DesignerMichael Marinelli
Product ManagerJames Shields
Production CompanyHungry Man / Los Angeles Craft / New York
Chief Creative OfficerSean Bryan
Chief Marketing OfficerKathleen Hall
Director of PhotographyScott Henriksen
Post Production CompanyRock Paper Scissors / New York Company 3 / New York Sonic Union / New York
Executive Creative DirectorShayne MillingtonDavid Banta
Music / Sound Production CompanyJSM Music / New York
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