Jamie Mietz
Creative Director at McCann London
London, United Kingdom
TitleUnlocked Invictus
Agency
Campaign Anthem For All
Advertiser Microsoft
Brand Microsoft / Invictus Games Foundation
PostedMay 2022
Business Sector Consumer Electronics & Audio-Visual
Story The Invictus Games harnesses the power of sport to inspire recovery and rehabilitation for people who become wounded, injured or sick while serving their country. In recognition of the fact many injured veterans are unable to participate in the Games. Microsoft created a way for some of those veterans to still be a fundamental part of it: Not through playing sport but through playing music. Anthem for All is a new anthem that uses bespoke technology to enable injured military veterans to play instruments they would otherwise be unable to play in order to compose a truly inclusive anthem for the Invictus Games. Working in collaboration with Microsoft’s Hands-Free Technology Lab in San Francisco, the project team both adapted existing tech and created bespoke solutions to suit the varied abilities of the participants. The project took over 2.5 years - including recruitment of the veterans, 9 months R&D to create bespoke solutions for the varied levels of ability, musical workshops and composition of the anthem at the famous Metropolis Studios. The result was a new, truly inclusive anthem made by injured military personnel using accessible technology. The Anthem was played at every medal ceremony at the Invictus Games at The Hague 2022, broadcast in 16 countries, and heard by over 23 million. View the documentary film here: https://www.youtube.com/watch?v=jHTXujh19RA Sample the tech here: https://anthem-for-all.com/ (user: anthem / PW: anthem1234)
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