Cannes Lions

Anthem For All

McCANN, London / MICROSOFT / 2022

Presentation Image
Supporting Content
Demo Film

Overview

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Credits

Overview

Background

Sport can help physically, psychologically and socially those suffering from injuries and illness. The Invictus Games Foundation harnesses the power of sport to inspire recovery and support rehabilitation. However, many are not able to participate athletically. Microsoft’s mission is to empower every person to achieve more. How could we utilize our technology to help even more people take part and thus extend the rehabilitative power of The Games?

The objective was to tell the story of how empowerment and inclusion live at Microsoft’s heart.

Idea

Microsoft, in partnership with the Invictus Games used the power of technology to help injured veterans, and people around the world, experience the games in a new, uniquely inclusive way.

Anthem For All is a reimagined composition that uses assistive technology to enable injured military veterans to play instruments they wouldn’t otherwise be able to use to compose an anthem for the Invictus Games.

In collaboration with Microsoft’s Technology Lab, the team used Xbox adaptive controllers and eye-gaze technology to assemble an orchestra of instruments that could be played with limited hand mobility or eye movement.

We’re also 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.

Strategy

When Microsoft says its mission is to empower every person on the planet to achieve more, they mean it. Accessibility, inclusive design, and innovative research are central to Microsoft’s mission to ensure their technology can be used by everyone. But those products and services are often related only to productivity rather than joy, creativity and self-expression.

We wanted to show how Microsoft’s technology could lift up our human experience in a meaningful and culturally relevant way.

By re-allocating our tech to those who needed it most we could show our tech making a difference, rather than saying it, by empowering Invictus spectators. Creating an Invictus Games Anthem empowered those who would otherwise be physically unable to compete, to become active participants. We were able articulate the impact our tech has, but more importantly, make a lasting impact and empower more to achieve

Execution

Over 2.5 years in the making, the execution began with the Research & Development of adaptative instruments and musical workshops with veterans. The project culminated in an orchestra of these instruments being played with limited hand mobility or eye movement in order to create a new Invictus anthem as well as 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

Key Experience Elements:

· Custom software built from Microsoft’s API Eye Gaze Library

· Xbox Adaptive controller integration

· A centered, circular player that matches the natural movement of the body

· Magnetic guidelines for musical notes to optimize head tracking accuracy

· Keyboard shortcut overlays for easy use of our custom controls

· Visual/audio feedback ensuring enhanced player interaction

· 3 forms of interaction (Head Tracking, keyboard and trackpad)

· Soothing colors, sound design and animation

Outcome

· Anthem heard by over 23 million people

· Broadcast in 16 countries and 3 continents

· 100% positive sentiment across online channels

· 700,000 online reach of web articles after first week

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