Improving a product to make customer experience better, that’s a goal innate for every company or product developer. But what about accessibility?

In this year’s Cannes Lions Festival for Creativity, there was an increase in campaigns that tackled issues on accessibility for the differently abled, and one campaign that stood out is McCann New York’s “Changing the Game” for Microsoft, which won Grand Prix for Brand Experience and Activation Lions.

The video made for the campaign starts out with a montage of interviews with children, who would later on be revealed as kids with disabilities. The whole project talks about how video games helped empower these children and help them socialize with their peers. However, the controllers that come out of the box with the game consoles don’t have the necessary features to make gameplay easier for these children.

The solution? A new kind of adaptive controller, or a game pad, that enabled the kids to join in and play with their friends online, literally evening out the playing field.

In this regard, the brand and the agency didn’t just find ways to make experience better. They took a new approach by allowing more people to share the same experiences.

Other Gold Lions recipients for Brand Experience & Activation:

  • “Clear” by AMVBBDO, London for Diageo
  • “ThisAbles” by McCANN Tel Aviv for IKEA
  • “Perussian Prices” by FAHRENHEIT DDB, Lima for Plaza Vea
  • “StorySign” by FCB INFERNO, London for Huawei
  • “The E.V.A. Initiative” by Forsman & Bodenfors for Volvo Cars
  • “People Are The Places” by AEROMÉXICO, Mexico City / GOOGLE, Mexico City for AEROMÉXICO
  • “Billie Jean King Your Shoes” by TBWA\CHIAT\DAY, New York for ADIDAS
  • “Paving For Pizza” by DOMINO’S PIZZA, Ann Arbor / CRISPIN PORTER BOGUSKY+, Boulder for Domino’s Pizza
  • “Legal-Ade” by Leo Burnett Chicago for Kraft Heinz

View and download the full list here.


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