McCann's "Changing the Game" campaign for Microsoft, which introduced the Xbox Adaptive Controller—a video-game controller that adapts to the limited mobility of gamers with disabilities—won two Grand Clios in Gaming at the Clio Entertainment Awards in Los Angeles on Thursday.
The campaign won in the Product Innovation and Social Good categories within Gaming; it also picked up a Gold Clio for Integrated Campaign. The work has now won three Grand Clios overall, having picked up a Grand Clio in Innovation at the main Clio Awards show in September.
"After our spot aired during the Super Bowl, we heard from people with disabilities who finally felt seen, and we heard from parents, teachers, friends and gamers saying thank you," McCann associate creative director Martha West told Muse earlier this year. "I was grateful for the opportunity to shine a light on people who are rarely shown in the media, and to Microsoft for engineering a product that truly levels the playing field."
Added fellow ACD Will Montgomery: "This niche product gave a mass audience a newfound appreciation for inclusive design. Meeting these kids changed the way I look at gaming. It's not the solitary, anti-social activity that many people assume it to be. It can provide real social and cognitive benefits and give kids the ability to compete and play with their friends when they might not be able to physically do so."
The other Grand Clio in Gaming went to 2K in the Key Art category for its stunning poster for the game Borderlands 3. The piece was designed by the agency Bond but entered directly by 2K. It also won a Gold Clio in Packaging. (2K also won two silvers and a bronze for other Borderlands 3 print work produced by Bond.)
The image was released on April 15 as a teaser ahead of the live gameplay reveal on May 1, and inspired countless fan theories about what Borderlands 3 would entail. Borderlands 3 sold more than 5 million units within first five days of launch, making it the fastest-selling title in 2K history and highest-selling title for the label on PC.
In addition to the three Grand Clios, a total of six golds, 25 silvers and 35 bronzes were awarded in Gaming this year. See all the winners here.