Xbox - "Mary & Jason"

McCann London

McCann London London, United Kingdom

Awards

10054

This ad is part of the ACT Responsible Collection

Brand: Xbox
Country: United Kingdom

Advertiser: Microsoft

Title	Mary & Jason
Brief	Loneliness among the elderly is on the rise, with 1m older people going over a month without speaking to anyone (source: Age UK). And during Covid-19, that sense of isolation worsened. Yet the virtual worlds of gaming have become places where gamers can build and maintain real-world relationships. ‘Beyond Generations’, aimed at bridging that generational divide, by showing the relationship-building potential of today’s games.The platform featured two documentary films, each following the real-life stories of families who had lost touch, whether it was through distance or just growing apart. The social experiment films follow the journeys of Howard & Dhillon, and Mary & Jason. Shot over the course of 4 weeks, during the pandemic, we follow them on their quest to reconnect via the virtual worlds of gaming. These films lived on Xbox’s YouTube page, as well as being promoted on social channels.
Agency	McCann London
Campaign	Beyond Generations
Advertiser	Microsoft
Brand	Xbox
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Business Sector	Subscribers Only
Story	Subscribers Only
Philosophy	Subscribers Only
Media Type	Branded Content
Length	219 seconds
Grade	Framestore
President & Chief Creative Officer	La....ce T....on Subscribers Only
President & Chief Creative Officer	..b D...al Subscribers Only
Executive Creative Director	J...e M...z Subscribers Only
Executive Creative Director	S...iv M...ry Subscribers Only
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Senior Planner	Jo....an B...er Subscribers Only
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Managing Director	J....ca Ta....ge Subscribers Only
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Project Director	C...e P...er Subscribers Only
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Production Company	C...t L...on Subscribers Only
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Head of Integrated Production	S...ie Cha........rews Subscribers Only
Executive Producer	A..c Ch....ie Subscribers Only
Senior Producer	Z..a B....ur Subscribers Only
Head of Post Production	P...o P...o Subscribers Only
Post-production Producer	J...e C...er Subscribers Only
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Senior Print Producer	L..m W...e Subscribers Only
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Director	C...s F...es Subscribers Only
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Director of Photography (DOP)	Te....ce W....ns Subscribers Only
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Editor	A..x Y...g Subscribers Only
Assistant Producer	T..y B...en Subscribers Only
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Camera Assistant	L..e Ma.....ce Subscribers Only
Sound Design and Mix	M...i M....su Subscribers Only
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Online Artist	S...n H..l Subscribers Only
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