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ANDY Awards

Creative Award
New York, United States
Microsoft - "Owen" by ANDY Awards 2020

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TitleOwen
Agency
Campaign Changing The Game
Advertiser Microsoft
Brand Microsoft
Date of First Broadcast/Publication 2019 / 2
Product XBOX
Business Sector Consumer Electronics & Audio-Visual
Story The video game industry has long ignored players 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 just to be able to play. For most, gaming was impossible. As the brand committed to empowering everyone to achieve more, Microsoft designed the first controller for gamers with limited mobility. Our objective was to shine a light on how the Xbox Adaptive Controller enhances their gaming experience and empowers them to compete in new ways.
AI Description In this Microsoft commercial, viewers are introduced to Owen, a child enjoying gaming with the Xbox Adaptive Controller. The ad is set in a cozy home environment, emphasizing the joy and empowerment the adaptive controller brings to children with limited mobility. It beautifully captures moments of children playing and celebrating victories, sharing smiles, and embracing the inclusive nature of the gaming experience. The atmosphere is warm and inviting, with a strong sense of community and belonging among friends. The ad effectively demonstrates how Microsoft's innovation in gaming accessibility enables more players to participate, showcasing the company's commitment to inclusivity. The tagline 'When everybody plays, we all win' reinforces the message of empowerment, highlighting the importance of ensuring everyone can enjoy gaming.
Corporate Vice President of Brand, Advertising and Research • Kathleen Hall
GM, Global Advertising • Deana Singleton
Director, Global Advertising • Stacey Terrien
Sr. Marcom Manager, Global Advertising • Natalie Thompson
Director of Marketing Communications • Rob Wolf
Sr. Director of PR, Xbox • Kenny Birge
Director of PR, Xbox • Jen Martin
Social Marketing Manager, Xbox • Graeme Boyd
m united//McCann New York
Chief Creative Officer • Sean Bryan
EVP, Executive Creative Director • Shayne Millington
EVP, Executive Creative Director • David Banta
Associate Creative Director • Martha West
Associate Creative Director • Will Montgomery
Senior Art Director • Julie Koong
Senior Copywriter • David Cappolino
Creative Technologist • Alicia Foor
Global Business Lead • Kevin Nelson
EVP, Executive Account Director • Tina Galley
SVP, Group Account Director • Rosemary Calderone
Account Director • Pat Six
Account Supervisor • Kyle Ross
Global Chief Communications Officer • Jeremy Miller—EVP
EVP, Global Strategy Director • Joanna Schwab
SVP, Group Strategy Director • Eldad Heilweil
Social Strategy Director • Jordan Berger
SVP, Head of Integrated Production • Carolyn Johnson
SVP, Director of Project Management • Stella Warkman
Project Manager • Jessica Jacobson
SVP, Executive Music Producer • Eric David Johnson
Music Business Manager • Sam Belkin
Music Producer • Dan Gross
Business Manager • David Halberstadt
Director • Bryan Buckley
2nd Unit Director • Alex Gorosh
Executive Producer • Mino Jarjoura
Executive Producer • Caleb Dewart
Executive Producer • Dan Duffy
Producer • Matt Lefebvre
Associate Producer • Peter Bunstein
Assistant Director • Pierre Cailliarec
Director of Photography • Scott Henriksen
Rock Paper Scissors NY EDITORIAL
Editor • Damion Clayton
Assistant Editor • Alexandra Debricon
Managing Director • Eve Kornblum
Producer • Lisa Barnable
CRAFT EDITORIAL
Director, CRAFT Edit and Graphics • Karen Hennegan
Producer • Lane Karas
Producer • Michael Berkman
Producer • Russell Greene
Assistant Editor • John Gerardi
Color • Benny Karas
Flame Artist • David Sullivan
Audio Mix • Brian Losch
Post/VFX Rock Paper Scissors NY
Flame Producer • Barbara Kontarovich
Flame Artist • Edward Reina
Flame Assistant • Sydney Botie
Color House Company3
Senior Colorist • Sofie Borup
Music JSM Music
CCO/COE/Co-Composer • Joel Simon
Executive Producer • Jeff Fiorello
Co-Composer • Jason Krebs
Audio/Post Sonic Union
Sound Designer/Mix Engineer • Michael Marinelli
Producer • Justine Cortale
Public Relations WE Communications