McCann New York Takes the Grand Prix for Its Adaptive Xbox Controllers in Brand Experience and Activation

Microsoft's 'Changing the Game' created an Xbox controller everyone could use, no matter their ability

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

CANNES, France—This year’s Grand Prix for Brand Experience and Activation at the Cannes Lions International Festival of Creativity went to McCann New York for its Microsoft campaign “Changing the Game.”

“Changing the Game” saw the creation of a new, adaptive Xbox controller that made for easier play for people with physical disabilities. Children who would be using the controller were consulted in its creation and created unboxing videos to spread awareness about how it functions.

The controllers were the centerpiece of Microsoft’s Super Bowl spot earlier this year in an ad called “We All Win.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in