Xbox Adaptive Controller wins deserved Brand Experience GP for McCann New York

Much chatter about “purpose” at Cannes so it’s nice to see something awarded that actually does good.

Microsoft Xbox’s Adaptive Controller campaign for people with disabilities debuted at the Super Bowl, courtesy of McCan New York. And it’s picked up a deserved Grand Prix in the Brand Experience and Activation category.

McCann is on good form on both sides of the Atlantic and it’s one of the US agencies sweeping all before them at Cannes.

PS You might be wondering what’s happening for UK agencies at Cannes. The answer so far – not a lot.