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ANDY Awards

Creative Award
New York, United States
XBOX - "Changing the game" by ANDY Awards 2020

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TitleChanging the game
Agency
Campaign Changing the game
Advertiser Microsoft XBOX
Brand XBOX
Date of First Broadcast/Publication 2019
Business Sector Consumer Electronics & Audio-Visual
Story As the brand is committed to empowering everyone to achieve more, Microsoft designed the Xbox Adaptive Controller for gamers with limited mobility. With features like a row of 19 ports that connect to external switches, buttons, mounts, and joysticks, it is customizable to make gaming more accessible to all. The disabled community has a saying: “Nothing about us, without us.” So the agency collaborated with the community to create packaging as accessible as the product it holds.
Media Type Digital
Length
AI Description The commercial begins by highlighting the challenges faced by gamers with limited mobility. Featuring touching personal stories, it reveals the Xbox Adaptive Controller designed for accessibility. The controller's design incorporates 19 ports connecting to external devices for customization. The ad features various clips of diverse users, including children, successfully playing their favorite video games. Throughout the advertisement, the emphasis on achieving inclusivity and empowerment through innovative technology is prevalent. The ad's narrative peaks in the context of the Super Bowl, making a lasting impression on the audience. News coverage of the ad and its impact features significantly, showing its wide reach and positive reception.
Sound Production
Production Company
Corporate Vice President of Brand
GM, Global Advertising
Director, Global Advertising
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Brand Manager
Chief Creative Officer
Executive Creative Director
Associate Creative Director
Associate Creative Director
Senior Art Director
Copywriter
Creative technologist
Business Leader
Executive Account Director
SVP, group account director
Account Director
Account Supervisor
Chief Communications Officer
EVP Global Strategy Director
SVP, Group Strategy Director
Director of Social Strategy
Head of Integrated Production
Producer
Svp, Director of Project Management
Project Manager
SVP Executive Music Producer
Music Business Manager
Business Manager
Director
2nd Unit Director
Executive Producer
Executive Producer
Executive Producer
Executive Producer
Producer
Associate Producer
Assistant Director
DP
Editing Company
Editor
Assistant Editor
Managing Editor
Editorial Producer
Craft, Editor
Craft, EP
Craft, Producer
Craft, Producer
Craft, Producer
Craft, Assistant Editor
Craft, Color
Craft, Flame Artist
Craft, Audio Mix
Flame Producer
Flame Artist
Flame Assistant
Colorization
Music Company / Composer
Music Composer
Music Composer
Executive Music Producer
Sound Engineer
Sound Producer