| Title | Gaming for Everyone |
| Agency |
Serviceplan Campaign
|
| Campaign |
Gaming for Everyone
|
| Advertiser |
Microsoft
|
| Brand |
Xbox
|
| Date of First Broadcast/Publication |
2021 / 3
|
| Business Sector | Consumer Electronics & Audio-Visual
|
| Philosophy | During Women’s History Month, Xbox launched a worldwide initiative to support women in gaming. At the centre of the idea, which was developed and implemented within the Serviceplan Group, is a very special Xbox controller which replaces the B button with the equal sign to symbolize equality for all in the gaming community. |
| Problem | – Women make up almost half of the gaming community, celebrate success in Esports, and hold high profile leadership positions in the gaming industry. Yet, women still struggle within the gaming scene to combat misogyny in the form of outdated gender stereotypes, discrimination, bullying and sexist insults. Xbox, together with the Serviceplan Group, is committed to contributing to more equality in the gaming community and giving women more visibility within the scene. |
| Media Type |
Others
|
| Advertising Manager |
Maxi Gräff
|
| Global Chief Creative Officer |
Alexander Schill
|
| Global Creative Strategist |
Maximilian Florian Schöngen
|
| Managing Partner |
Leif Johannsen
|
| Managing Partner |
Patrick Matthiensen
|
| Creative Director |
Daniel Steller
|
| Copywriter |
Daniel Steller
|
| Creative Director |
Pavel Bondarenko
|
| Art Director |
Pavel Bondarenko
|
| Art Director |
Tudor Cucu
|
| Art Director |
Theresa Fechler
|
| Business Director |
Diane Schulz
|
| Account Director |
Ann-Kathrin Frohloff
|
| Head of Design |
Ben Hug
|
| Media Director |
Till Felix
|
