Microsoft tech helps veterans compose anthem for The Invictus Games
In partnership with The Invictus Games Foundation and McCann, Microsoft is using the power of tech to create new ways that veterans can take part in the games – not through playing sport, however, but rather through playing music.
Recognizing that many people may be unable to take part in the Games, the team invited a group of wounded, injured and sick service personnel and veterans to create an anthem for the event.
Microsoft ad for the Invictus Games
Produced by Irresistible Studios and in collaboration with Microsoft’s Hands-Free Technology Lab in San Francisco, ‘Anthem For All’ uses bespoke technology to enable veterans to play instruments that they would otherwise be unable to use.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
“Microsoft believes in empowering every person on the planet to do more and be more with the help of technology,” said Sally Elliott, director of commercial marketing at Microsoft.
“Few things demonstrate that philosophy more than this project. It’s been an honor working with a like-minded partner like The Invictus Games Foundation to make this a reality.”
Later this year, a full website experience will launch that will dive deeper into how Microsoft accessible technologies helped the veterans recapture their love for music after trauma took it away from them. There will also be an opportunity for users to try out the technologies and make music of their own.
“It’s only fitting that such an inclusive, inspirational organization as The Invictus Games gets an anthem that lives and breathes those values,” added Sanjiv Mistry, executive creative director at McCann London.
“To help make this happen, it needed not just cutting-edge tech, but some incredible people at the heart of it. From the moment Karl and Emma came forward, they’ve shown nothing but bravery, openness and enthusiasm to be involved in such a landmark creation.”