Xbox's Adaptive Controller and its standout marketing are a beacon for socially-conscious brands

Microsoft’s Adaptive Controller for the Xbox allowed approximately 33 million gamers with limited mobility to compete on a level playing field for the first time, securing its second win—Best Work for Good. The product’s launch attracted support from players, fans and celebrities after it was featured in Microsoft’s emotive 2019 Super Bowl commercial via McCann that depicted children with disabilities using the product. The campaign resulted in a 77 percent increase in co