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2022 One Show - Gaming

Beyond Generations: Gaming Against Loneliness

Agency McCann / London + Craft / London

Client Microsoft / Xbox


Innovation & Transformation / Innovation in Gaming

Annual ID


About the Work

Tackling loneliness among the elderly through gaming.

Loneliness among the elderly is on the rise, with a million older people going over a month without speaking to anyone, according to Age UK. During Covid-19, that sense of isolation worsened. Yet gaming amongst the younger generation is on the rise, with gamers using Xbox as a tool to connect, socialise and maintain friendships. We wanted to shine a light on the relationship-building potential of modern online gaming and help bridge the generational divide by enabling the young and old to reconnect.

Introducing ‘Beyond Generations: Gaming Against Loneliness’ an initiative aimed at uniting families using the relationship-building potential of today’s games. The campaign features two documentaries following the real-life stories of two families who had lost touch, a ReBoxing program that encourages young gamers to gift their old consoles to the elderly in their lives through ReBoxing Kits, and “How To” videos which were made available online. The kits include everything needed to get an old console ready for its new owner and make it super-simple for an elderly person to set it up correctly. From a ‘what’s in the box’ page that acts as both a check list for the sender and a handy contents list for the recipient, to paper tags that could be affixed to each component to help them understand the items intended use. As news of the campaign spread, wanted in on the action and requested Xboxes to be sent to all their homes across the UK to enable their residents to stay connected with family. Xbox happily obliged.

- 15,000 ReBoxing kits were downloaded.
- The average conversation lasted 45 minutes longer.
- The campaign received 0% negative sentiment in social channels.
- Howard and Dhillon still play to this day

2022 Awards

Total Points: 9



McCann / London

Production Company

Craft / London

Chief Creative Officer

Laurence Thomson
Rob Doubal


Chris Davey


David Coates


Chris Fowles

Director of Photography

Terrence Wilkins


Alex Young

Executive Creative Director

Jamie Mietz
Sanjiv Mistry

Executive Producer

Alec Christie
Alexia Merrington


Son of Alan

Account Director

Melanie Vickers

Assistant Camera

Luke Makepeace
Marti Guiver

Assistant Editor

Ashley Joiner

Chief Production Officer

Sergio Lopez

Managing Director

Jessica Tamsedge

Senior Print Producer

Liam White

Senior Producer

Zara Balfour

Account Associate

Eloise Thompson

Assistant Producer

Toby Burden

Business Affairs

Molly Strasser
Val Boyce

Business Director

Oscar Flintoft

Covid Supervisor

David Devine

General Manager, Xbox Brand Marketing

Taylor Smith

Global Integrated Marketing Director

Michael Flatt

Global Integrated Marketing Lead

Jack White


Steffan Perry

Head of Design

Lisa Carrana

Head of Post Production

Pedro Pinto

Managing Partner

Sailesh Jani

Online Editor

Simon Hall

Project Director

Clare Prager

Senior Account Manager

May Sinlapa

Senior Creative

James Crosby
William Cottam

Senior Planner

Jj Bender
Mike Phillips

Senior Project Manager

Georgia Wettenhall

Sound Design & Mix

Mihai Meirosu

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