| Title | XBOX EQUALITY CONTROLLER |
| Brand | XBOX |
| Product/Service | XBOX |
| Category |
E04. Consumer Durables |
|
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Production
|
FIJAK GMBH Frankfurt, GERMANY
|
|
Production 2
|
POP POSTPRODUCTION Hamburg, GERMANY
|
|
Additional Company
|
DAMIENDAMIEN Hamburg, GERMANY
|
|
Additional Company 2
|
LOETRONIC Aachen, GERMANY
|
|
Additional Company 3
|
HEYNE-DRUCK Offenbach, GERMANY
|
|
Additional Company 4
|
DASPRODUKTIONS BüRO.FRAKFURT Bruchkobel, GERMANY
|
Credits
| Rebecca Gordius |
Minecraft |
Global Communications Manager |
| Jenn Panattoni |
XBox |
Head of Social Good |
| Sophie Orlando |
Xbox |
Director Gaming Communications |
| Maxi Gräff |
XBox |
Marketing Communications Lead, Xbox DACH |
| Alex Schil |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Leif Johannsen |
SERVICEPLAN GERMANY |
Managing Partner |
| Patrick Matthiensen |
SERVICEPLAN GERMANY |
Managing Partner |
| Lars Holling |
SERVICEPLAN GERMANY |
Managing Partner |
| Ann-Kathrin Frohloff |
SERVICEPLAN GERMANY |
Account Director |
| Diane Schulz |
SERVICEPLAN GROUP |
Business Director – Global Key Accounts |
| Daniel Steller |
SERVICEPLAN GERMANY |
Creative Director Copy |
| Pavel Bondarenko |
SERVICEPLAN GERMANY |
Creative Director Art |
| Theresa Fechler |
SERVICEPLAN GERMANY |
Art Director |
| Tudor Cucu |
SERVICEPLAN GERMANY |
Senior Art Director & Illustrator |
| Maximilian Schöngen |
SERVICEPLAN GROUP |
Global Creative Strategist |
| Dennis Fritz |
SERVICEPLAN GERMANY |
Senior Motion Designer / Head of Film |
| Kevin Lausen |
SERVICEPLAN GERMANY |
Motion Designer |
| Ben Hug |
SERVICEPLAN GERMANY |
Head of Design |
| Till Felix |
Saint Elmo's Hamburg |
Media Designer |
| Fiete Girardet |
Effectiv Team SFX |
Founder & Head of Production |
| Sebastian Heidrich |
FIJAK |
Head of Production |
| Matt Taylor |
Freelance |
Illustrator |
| Vals - |
Freelance |
Illustrator |
| Muti - |
Freelance |
Illustrator |
| Alina Bohoru |
Freelance |
Illustrator |
| Sam Rodriguez |
Freelance |
Illustrator |
| Fernando Nunes |
Freelance |
Illustrator |
| Nils Baumann |
Freelance |
Illustrator |
| Artcommando - |
Freelance |
Illustrator |
| Bernd Westphal |
Freelance |
Photographer |
Background
Women make up approximately half of the gaming community. They are successful in eSports and hold leadership positions in the gaming industry. Despite those facts, while gaming women not only have to fight against their opponents, but also against prejudice and sexist discrimination. They are insulted in the worst way possible, only because they are women. As a result, many female gamers not only lose the fun of playing, it also has an impact on their real life with significant psychological consequences. We at Xbox we believe that gaming is for everyone and want to make life more fun for billions of people around the world by creating gaming experiences that everyone can enjoy.
Describe the creative idea (40% of vote)
“Gaming for everyone” isn’t just a slogan for us. We stand by our commitment that gaming is a place where everyone is having fun. Therefore, we not only launched a worldwide initiative during Women’s History Month to support and celebrate women in gaming, but also took our most sacred piece of the console – the controller – and made a slight adjustment: by turning it into a statement for equality
spread around the world.
Describe the execution (40% of vote)
We replaced the controller's “B button” with the “equal symbol" and added a special function: by pressing it, gamers hear inspirational and supportive messages from the most famous and successful women in the gaming industry. Their messages give female gamers strength and self-confidence.
The limited-edition controller was designed in 8 different special packaging, created by internationally renowned illustrators like Matt Taylor, Sam Rodriguez, Muti and many more – to honor women and diversity in gaming with a diversity of illustration styles. Then the controller was sent to the world's biggest gaming influencers in 23 countries on 4 continents, giving the message for equality the reach it deserves.
List the results (20% of vote)
The Equality Controller came in four different designed packaging boxes and was limited to 100 pieces, all of which were sent to influential and supportive female gamers in 23 countries in 4 continents. In unboxing videos and reviews, they introduced their followers to the Equality Controller and the idea behind it, talked about their own, very personal experiences with sexism in gaming and encouraged female gamers around the world. Important and influential specialist media took up the topic and reported on it. With 100+ million contacts, 90+ million send outs in the form of special illustrated wallpapers and gamer themes and an increase in search queries by 1500% (#womeningaming or #gamingforeveryone), we brought the topic to the public's attention and made women in gaming more visible.