Xbox has collaborated with McCann London on a new campaign, titled ‘This Is How We Do It’. With this campaign, Xbox announced the launch of its new ‘Xbox Adaptive Joystick’ and adaptive thumbstick toppers at Gamescon, the biggest gaming event of the year.
The new product enables gamers to play in the way that suits them best (e.g., with their chins, wrists, hands, etc.). Through powerful images by Lara Angelil and a hero film directed by Simon Frost and Ben Hanson, the campaign tells the moving stories of three gamers who use the Xbox Adaptive Joystick.
The Xbox Adaptive Joystick will hit select markets in early 2025 and cost $29.99 USD ERP. Meanwhile, the 3D printable files for the new adaptive thumbstick toppers are available for free through Xbox Design Lab.
Jim Nilsson, Creative Director at McCann London, commented on the campaign in a press release: ‘The Adaptive Joystick is more than a piece of hardware; it’s a statement. It’s about inclusivity, empowerment, and giving more people access to gaming. Because when everybody plays, we all win. This campaign celebrates the Xbox community and how they play, and we hope it will inspire more people to discover the joy of gaming.’
This is not the first time McCann has worked with Xbox. In 2018, McCann New York developed the creative campaign for Xbox’s first Adaptive product (the Xbox Adaptive Controller). In 2019, it won the Grand Prix at the Cannes Lions Festival of Creativity.
Featured image: Xbox / McCann London
