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ANDY Awards

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

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TitleCase Study
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.
Length
AI Description The Microsoft Xbox ad spotlights the creation of the Xbox Adaptive Controller, designed for gamers with limited mobility. Featuring touching testimonials from children and members of the accessibility community, the ad demonstrates how the controller offers a natural and empowering gaming experience. It was shown during the biggest game of the year, gaining widespread media attention and praise. Social media reactions showcased it as a groundbreaking inclusion effort, earning significant positive sentiment and impressions. The ad conveys a strong message of empowerment and inclusivity, showcasing Microsoft's commitment to innovation that changes perceptions and inspires others.
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