The Drum Awards Festival - Extended Deadline

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Agency: McCann NY
Client: Microsoft
Date: Jan 2019
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During the Super Bowl, Microsoft will air a 60-second ad titled ‘We All Win’, the latest installation in the company’s journey of empowerment and inclusion showcasing how the Xbox Adaptive Controller is designed primarily to meet the needs of gamers with limited mobility.

The ad follows the stories of passionate young gamers, including nine-and-a-half-year-old Owen, rising to the top of their respective games with a little help from their friends, family and the Xbox Adaptive Controller. The story illustrates Microsoft’s commitment to building accessible technology that levels the playing field and creates opportunity for all, ending with the line: “When everybody plays, we all win.”

The extended spot, by m:united//McCann New York, shows kids with limited mobility talking about how they interacted with a regular Xbox controller, with some definite difficulties. They are then seen taking the Adaptive Controller out of the box and with it, they can more easily play games, interact with friends and gain confidence.



Kathleen Hall – Corporate Vice President of Brand, Advertising and Research

Deana Singleton – GM, Global Advertising

Stacey Terrien – Director of Global Advertising

Jenny Leahy – Director of Global Advertising, Social and Media Partnerships

Ron Schott – Senior Advertising Manager

Hannah Westing – Advertising Manager

Veronica Mao – Senior Manager Marketing Communications

m:united//McCann New York


Sean Bryan – Chief Creative Officer

Shayne Millington – EVP, Executive Creative Director

David Banta – EVP, Executive Creative Director

Martha West – Associate Creative Director

Will Montgomery – Associate Creative Director

Julie Koong – Senior Art Director

David Cappolino – Senior Copywriter

Alicia Foor – Creative Technologist

Business Leadership

Kevin Nelson – Global Business Lead

Tina Galley – EVP, Executive Account Director

Rosemary Calderone – SVP, Group Account Director

Pat Six – Account Director

Kyle Ross – Account Supervisor


Carolyn Johnson – SVP, Head of Integrated Production

Rebecca Magner - Producer

Project Management

Stella Warkman – SVP, Director of Project Management

Jessica Jacobson – Project Manager

Business Affairs

Eric David Johnson – SVP, Executive Music Producer

Sam Belkin – Music Business Manager

Dan Gross – Music Producer

David Halberstadt – Business Manager


Joanna Schwab – EVP, Global Strategy Director

Jordan Berger – Social Strategy Director

Production: Hungry Man, Inc.

Bryan Buckley – Director

Alex Gorosh – 2nd Unit Director

Mino Jarjoura – Executive Producer

Caleb Dewart – Executive Producer

Kevin Byrne - Executive Producer

Dan Duffy – Executive Producer

Matt Lefebvre – Producer

Peter Bunstein – Associate Producer

Pierre Cailliarec – Assistant Director

Scott Henriksen – Director of Photography

Editorial: Rock Paper Scissors, NY

Damion Clayton – Editor

Alexandra Debricon – Assistant Editor

Eve Kornblum – Managing Director

Lisa Barnable – Producer

Post/VFX: Rock Paper Scissors, NY

Barbara Kontarovich – Flame Producer

Edward Reina – Flame Artist

Sydney Botie – Flame Assistant

Color House: Company3

Sofie Borup – Senior Colorist

Music: JSM Music

Joel Simon – CCO/COE/Co-Composer

Jeff Fiorello – Executive Producer

Jason Krebs – Co-Composer

Audio/Post: Sonic Union

Michael Marinelli – Sound Designer/Mix Engineer

Justine Cortale – Producer