Changing the Game
Cannes Lions — Titanium, Grand Prix, Gold x2
Clio Awards — Grand Clio, Gold, Silver x2, Bronze
D&AD — Black Pencil, Wood Pencil, Graphite Pencil x2
D&AD Impact — White Pencil
LIA — Grand LIA, Gold x4, Silver x3, Bronze x2
ANDYs — Gold x8
One Show — Gold x9, Silver x2, Bronze x2
Webbys — Winner x3, Peoples Voice
The Xbox Adaptive Controller is an amazing piece of inclusive technology Microsoft created to level the playing field for gamers with disabilities. This campaign showed the importance of accessibility as a core tenet of Microsoft’s brand, changing hearts, minds, and even the industry in the process.
Case Study
“Reindeer Games”
Owen Sirmons is a young gamer with Escobar Syndrome. Owen never let his disability keep him from playing, but the adaptability of the controller lets gamers set it up however is comfortable for them to play their best.
For Microsoft’s big annual end-of-year spot, we celebrated the holidays with a Spielbergian tale made possible with the Xbox Adaptive Controller.
Adweek Editor's Pick
Creativity Editor's Pick
Fast Company 10 best holiday ads of 2018
“We All Win”
On sports’ biggest stage, we used the occasion to talk about a different kind of game. This Super Bowl spot tells Owen’s story, along with the stories of other gamers empowered by the Xbox Adaptive Controller.
Adweek Most effective Super Bowl ad
Creativity Pick of the Day
Time Best Super Bowl 2019 commercials
USA Today #3 Ad Meter
Social & Beyond
We enlisted Owen’s YouTube gaming channel to show people how to use the controller with a series of explainer videos. His unboxing video racked up 150K+ views.
We also hosted a first-of-its-kind all-inclusive eSports tournament, putting gamers with and without disabilities against each other.
