CANNES, France—This year’s Grand Prix for Brand Experience and Activation at the Cannes Lions International Festival of Creativity went to McCann New York for its Microsoft campaign “Changing the Game.”

“Changing the Game” saw the creation of a new, adaptive Xbox controller that made for easier play for people with physical disabilities.

Children who would be using the controller were consulted in its creation and created unboxing videos to spread awareness about how it functions.

The controllers were the centerpiece of Microsoft’s Super Bowl spot earlier this year in an ad called “We All Win.” The ad was a massive success: It was the most effective Super Bowl ad, according to stats from Unruly.

Overall, the campaign garnered a whopping 1.1 billion impressions.

“Our intent with our ads is to illustrate a product and a human truth, and [to] deliver on our mission of empowering every person and organization on the planet to achieve more,” said Kathleen Hall, Microsoft’s corporate vp of brand, advertising and research, at the time of the ad’s release earlier this year.

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