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Category
Use of Technology
Annual ID
OS23_MS065M
About the Work
The Invictus Games harnesses the power of sport to inspire recovery and rehabilitation for people who become wounded, injured or sick while serving their country. In recognition of the fact many injured veterans are unable to participate in the Games. Microsoft created a way for some of those veterans to still be a fundamental part of it: Not through playing sport but through playing music. Anthem for All is a new anthem that uses bespoke technology to enable injured military veterans to play instruments they would otherwise be unable to play in order to compose a truly inclusive anthem for the Invictus Games. Working in collaboration with Microsoft’s Hands-Free Technology Lab in San Francisco, the project team both adapted existing tech and created bespoke solutions to suit the varied abilities of the participants.
The project took over 2.5 years - including recruitment of the veterans, 9 months R&D to create bespoke solutions for the varied levels of ability, musical workshops and composition of the anthem at the famous Metropolis Studios. The result was a new, truly inclusive anthem made by injured military personnel using accessible technology.
The Anthem was played at every medal ceremony at the Invictus Games at The Hague 2022, broadcast in 16 countries, and heard by over 23 million.
2023 Awards
Total Points: 3
Merit
Credits
Agency
McCann / London
McCann / New York
Production Company
Irresistible Studios / London
Momentum Worldwide / London
Music / Sound Production Company
Metropolis Studios / London
JSM Music
Wave Studios / London
Post Production Company
Absolute Post / London
Coda Post Production / London
Chief Creative Officer
Rob Doubal
Laurence Thomson
Creative Director
Richard Holmes
Zac Ellis
Simon Lotze
Phyllis Murphy
Creative Technologist
Jack Osborn
Designer
August Campbell
Tim Farrer
Director
Michelle Coomber
Director of Photography
Keidrych Wasley
Ivan Wood
Executive Creative Director
Jamie Mietz
Sanjiv Mistry
Executive Producer
Alec Christie
Group Creative Director
Christiano Abrahao
Luke Flynn
Producer
Karina Reck
Aleksey Fedorov
Kaity Butcher
Krystofer Glover
Steve Wiens
Shyla Lindsey
Steve Foyle
Bernice You
Chief Production Officer
Sergio Lopez
Music Producer
Colleen Dahlstrom
Project Manager
April Forsyth
Senior Integrated Producer
Sean Flanigan
Strategy Director
Rose Van Orden
Jj Bender
Account Associate
Sophie Toy
account director
Lorna Laville
Sophie Massey
Agency In-House Production
Craft / London
Craft / New York
Business Director
Madison Milward
Kate Hindley
Tom Adamson
Business Manager Music
Jamie Jou
Chief Accessibility Officer
Jenny Lay-Flurrie
Chief Brand Officer
Kathleen Hall
Chief Client Officer
Jessica Tamsedge
Rob Smith
Chief Production Officer, McCann & Craft NA
Nathy Aviram
Chief strategy Officer
Erica Yahr
Co-Chief Creative Officer
Shayne Millington
Pierre Lipton
Sean Bryan
Communications Manager
Hazel Morgan
Design Agency/Studio
Antinomy Studio / Amsterdam
Digital Producer
Jon Zielenkievicz
Bedo Oun
Editorial Director
Cole Striker
EVP, Chief Production Officer
Aaron Kovan
EVP, Global Executive Creative Director
Pete Johnson
EVP, Global Executive Creative Director & Head of Art NA
Cristina Reina
Executive Digital Producer
Rich Goldstein
Executive Producer & CEO
Matt Nelson
General Manager, Brand
Lori Gross
Global Creative Director
Sven Seger
Greggor-Mento – Content Researcher
Matt McGreggor
Group business Director
Mark McEachran
Head of Planning
Lee Ramsay
Head Of Production
Jake Hafer
Charlie Richardson
Johnson aka DJ Bunny Ears – SVP, Executive Music Producer
Eric David
Junior Music Producer
Madison Rowe
Managing director
Kevin Nelson
Managing Partner
James Latham
Marketing director
Sally Elliott
Marketing manager
Robin Taylor
Musical Director
Davey Williamson
Product R&D
Dwayne Lamb
Chuck Needham
Chris O'Dowd
Project director
Clare Prager
Senior Account Executive
Rachel Zambernardi
Senior Account Manager
Sophie Grierson
Senior Creative Technologist
Alicia Foor
Senior Planner
James Appleby
SENIOR PRODUCER
Ryan Alagar
Senior Project Manager
Hannah Graff
Georgia Wettenhall
Lauren Kosche
SVP, Executive Account Director
Socrates Papazoglou
SVP, Executive Integrated Producer
Stacy Flaum
SVP, Group Account Director, Global Operations
Karla Kruger
UK Accessibility Evangelist
Hector Minto
UK Chief Marketing Officer
Paul Bolt
VP Account Director
Gabriella Dickens
VP, Strategy Director
Amadeo Plaza
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