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.

2022 ADC Awards - Packaging Design

Xbox Equality Controller


Client Xbox


Consumer Electronics

Annual ID


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




Production Company

Fijak / Raunheim

Post Production Company

Pop Postproduction / Hamburg

Art Director

Theresa Fechler

Motion Designer

Kevin Lausen


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


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