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2020 FINALIST CARPE DIEM - PRODUCTS
Microsoft Changing the Game
RAN IN: United States
Craig McNary, Director, Xbox Brand Kathleen Hall, Corporate Vice President of Brand, Advertising and Research Deana Singleton, GM, Global Advertising Stacey Terrien, Director, Global Advertising Rob Matthews, GM, Xbox Brand Eldad Heilweil, SVP, Group Strategy Director
Rosemary Calderone, SVP, Group Account Director Jeremy Miller, EVP, Global Chief Communications Officer Stella Warkman, SVP, Director of Project Management Carolyn Johnson, SVP, Head of Integrated Production Sean Bryan, Chief Creative Officer Rebecca Magner, Senior Producer Kevin Nelson, Global Business Lead Shayne Millington, EVP, Executive Creative Director Tina Galley, EVP, Executive Account Director Joanna Schwab, EVP, Global Strategy Director Jordan Berger, Strategy Director
To bring Microsoft’s mission to life, increase brand love and demonstrate Microsoft as leader in innovation, we highlighted an unlikely product: the XBOX Adaptive Controller, a device created for disabled gamers, to tell the story about why leveling the playing field mattered for everyone. We took to the biggest stage, the Super Bowl, to show the world: when everyone can play, we all win. We saw 1B impressions, 35M in earned media, 879% increase in #GamingForEveryone and 76% agreeing that Microsoft was a brand they loved.