Changing the Game

29 June 2019

Companies

Work for good causes from McCann New York and McCann Tel Aviv was instrumental in helping McCann Worldgroup win its Agency Network of the Year recognition at Cannes. First, McCann New York’s “Generation Lockdown,” for March For Our Lives, won the Grand Prix for Good. The film introduces a world-weary expert in gun safety procedures who is instructing a group of office workers in an all-staff meeting on how to prepare themselves in event of an active shooter incident. That instructor is a 9-year-old girl. The film makes the disturbing point that about 95 percent of American schoolchildren are now being trained in how to handle a live shooting situation.

On a more inspiring note, McCann New York won a Titanium Lion for its “Changing The Game” film for Microsoft Xbox Adaptive Controller. The film, which debuted during the Super Bowl, follows the inspirational story of passionate young gamers who rise to the top of their game with a little help from their friends, family and the Xbox Adaptive Controller. The story illustrates Microsoft’s commitment to building accessible technology that levels the playing field and creates opportunity for every child, regardless of their physical limitations.

Most surprising, McCann Tel Aviv’s “ThisAbles” campaign for IKEA Israel—conceived, written by and starring McCann Tel Aviv copywriter Eldar Yusupov, a person with disabilities—hacked popular IKEA products and made them accessible to people with disabilities. The campaign shows how anyone can use a 3D printer to print simple parts that turn IKEA furniture and accessories into disability-friendly products. The campaign – which was named one of the winners that Advertising Age “never saw coming”— won one Grand Prix and two Gold Lions in the Lions Health competition, along with a shelf-full of awards in Creative Strategy, Direct, PR, Innovation and the Brand Experience/Activation Lions.

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