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Creative Award
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Microsoft / Invictus Games Foundation - "Anthem For All (134s)" by Art Directors Club of Europe 2023

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TitleAnthem For All (134s)
BriefMicrosoft, in partnership with the Invictus Games, used the power of technology to help WIS veterans who cannot participate in the Games to still be a fundamental part of it: Not through playing sport, but through music.  Anthem For All is a new anthem that uses bespoke technology to enable injured veterans to play instruments they wouldn’t be able to play to compose a truly inclusive anthem for the Invictus Games.  In collaboration with Microsoft’s Technology Lab, the team adapted existing tech and created solutions to suit the veterans’ varied abilities. Using Xbox adaptive controllers and Gaze-eye technology, we assembled an orchestra of instruments that could be played with limited hand mobility or through eye movement.  We’re expanding the idea to reach everyone, with an online approximation designed to give users a better sense of the actual assistive technology used, and the ability to create their own Invictus anthem. 
Agency
Campaign Anthem For All
Advertiser Microsoft
Brand Microsoft / Invictus Games Foundation

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PostedNovember 2022
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
Creative Agency