Microsoft developed the XBOX Adaptive Controller to improve the gaming experience for disabled gamers. To showcase the brand’s belief that ‘when everyone can play, we all win,’ Microsoft took their story to the Super Bowl and ultimately increased brand love by showing how their innovation was Changing the Game. In a conversation with Twitter’s Sarah Personette, Microsoft’s Kathleen Hall and McCann Worldgroup’s Shayne Millington take us behind the scenes of how they brought this powerful effort to life.
Microsoft and McCann New York’s “Changing the Game” won 3 Gold Effies and was a Grand contender in the 2020 Effie Awards U.S. competition.