ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Consumer Electronics
Annual ID
ADC101_PKG025M
About the Work
Women make up approximately half of the gaming community. They are successful in eSports and hold leadership positions in the gaming industry. Despite this, gaming women not only have to fight against their opponents, but also against prejudice and sexist discrimination. As a result, many female gamers lose the fun of playing – with significant real life consequences.
We at Xbox we believe that gaming is for everyone. That’s why it was important to us to draw attention to this relevant topic.
Therefore, we took our most sacred piece of the console and made a slight adjustment: by turning it into a statement for equality.
We replaced the controller's “B button” with the “equal symbol" and added a special function: by pressing it, gamers hear powerful audio messages of many important female industry leaders which encourage female gamers to pursue their passion.
The limited Equality Controller was designed in 4 different special packaging, created by the internationally renowned illustrators Alina Bohoru, Muti, Matt Taylor and Vals – to honor women and diversity in gaming with a diversity of illustration styles.
All of the 100 controllers were sent to the most influential and supportive women in 23 countries who are role models for all the female gamers around the world. 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 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.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
SERVICEPLAN GERMANY / Munich
Production Company
Fijak / Raunheim
Post Production Company
Pop Postproduction / Hamburg
Art Director
Theresa Fechler
Motion Designer
Kevin Lausen
Photographer
Bernd Westphal
Account Director
Ann-Kathrin Frohloff
Global Chief Creative Officer
Alex Schill
Head of Production
Sebastian Heidrich
Senior Art Director
Tudor Cucu
Business Director - Global Key Accounts
Diane Schulz
Creative Director Art
Pavel Bondarenko
Creative Director Text
Daniel Steller
Director Gaming Communications
Sophie Orlando
Founder & Head of Production
Fiete Girardet
Global Communications Manager
Rebecca Gordius
Global Creative Strategist
Maximilian Schöngen
Head of Design
Ben Hug
Head of Social Good
Jenn Panattoni
Managing Creative Partner
Leif Johannsen
Patrick Matthiensen
Managing Partner
Lars Holling
Marketing Communications Lead, DACH
Maxi Gräff
Media Designer
Till Felix
Packaging Company
das produktionsbüro.frankfurt / Bruchköbel
Printing Company
Heyne-Druck / Offenbach
Senior Motion Designer / Head of Film
Dennis Fritz
Sound Design / Music Company
DamienDamien / Hamburg
Sound Modules + Conversion Controller Company
LOETRONIC / Aachen
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