| Title | XBOX EQUALITY CONTROLLER |
| Brand | XBOX |
| Product/Service | XBOX |
| Category |
C04. Packaging Design |
|
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 |
Cultural / Context information for the jury
Gaming is huge. With more than 2.3 billion gamers worldwide it is the biggest entertainment industry in the world. 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. 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. That’s why it was important to us to draw attention to this relevant topic and celebrate woman in gaming.
Translation. Provide a full English translation of any text.
Campaign is in English
Tell the jury about the illustration.
We created a series of illustrations (with internationally renowned illustrators Alina Bohoru, Fernando Nunes, Matt Taylor, Muti, Nils Baumann, Sam Rodriguez, Thomas Ardelt, Tudor Cucu and Vals) showing epic scenes of heroic women breaking barriers in the video game industry and celebrate their achievements.
Each artwork is in a unique style and was made to unleash the full potential behind each portrait in a creative way – through key characteristics that describes real personalities (such as Bonnie Ross, Helen Chiang, Sarah Bond, Cantina, Jennifer Lufau).
All to empower any gamer by the power of example through printed artworks, or digital ones that they can download or set as profile background.
We want to fight the stereotype that gaming is for men and promote equality between genders in gaming industry, the visual approach of each illustration is dynamic and reflects the captivating vivid world of console gaming in an entertaining way.