CLIENT
Microsoft
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
AGENCY
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
Eldad Heilweil, SVP, Group Strategy Director
SUMMARY
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.
