Today, the Cannes Lions International Festival of Creativity named Microsoft its 2021 Creative Marketer of the Year.
The annual honor goes to an advertiser that has consistently produced creative and Lion-winning work over the years. Microsoft has repeatedly impressed at the festival, earning accolades across its suite of products, including Xbox, “Halo 3” game, Windows, OneNote, Kinect, MSN and Microsoft Cloud.
In 2019, for example, the brand had a particularly standout showing with its “Changing the Game” campaign, created out of McCann New York. The effort centered on the company’s accessible gaming controller and earned both a Grand Prix in Brand Experience and Activation as well as a Titanium Lion, among other honors.