This week, winners for the 2021 Clio Entertainment Awards were announced after a long wait for the ad world. With 175 jurors from 30 countries, this year’s program had the largest jury pool in its 61-year history. Judges had double the amount of entries to assess due to the pandemic canceling last year’s awards.
Ayzenberg Group’s submitted work for Microsoft Xbox led to numerous Clio awards. Among them, a silver win in the Games Product Innovation category and a silver award in the Games Social Content Campaign category, both for Xbox. Ahead, learn more about the award-winning work and those that made it possible.
Microsoft Xbox
Xbox Mini Fridge – World Premiere
What started as a viral meme turned into a reality as Microsoft responded to the internet’s request to make and sell a mini-fridge replica of the Xbox Series X console. The mini-fridge made its world premiere in a 60-second video, created by Ayzenberg Group, and racked up 1.6 million views within the first 24 hours of posting. The agency won a silver Clio in the Product Innovation category for the key art and video, which includes dramatic scenes of floating microscopic spheres, gameplay of popular Xbox games like Halo and a call to “Xbox and Chill” with a literal Xbox fridge.
Credits:
- Director, Xbox Global Marketing Craig McNary, Microsoft Xbox
- Chief Creative Officer Gary Goodman, Ayzenberg
- VP, Executive Creative Director Joey Jones, Ayzenberg
- Creative Director Allen Bey, Ayzenberg
- Executive Producer Jonathan Clark, Ayzenberg
- Creative Producer Karisa Callahan, Ayzenberg
- Sr Design Director Aaron Frebowitz, Ayzenberg
- Sr Art Director Kingsley Harden, Ayzenberg
Microsoft Xbox
Xbox Takes Over Social
Ayzenberg also won a silver Clio in the Games Social Content Campaign category for the video and key art it created for Microsoft’s “Xbox Takes Over Social” campaign. The video shares how Xbox overhauled its voice and tone on social media to transform itself from a corporate brand to an ambassador of genuine gaming fandom. The video explains how Xbox extended its attitudinal shift and cultural scope to encompass more than just gaming, including embracing difficult conversations around social issues all while making its gaming updates entertaining. Modifying its presence on social media and in the gaming community-led Xbox to earn 4.1 billion impressions, 6.8 million new followers, 107 million engagements and $137 million in total earned media value—breaking every social media record it ever held.
Credits:
- Sr Marketing Manager Devin Moore, Microsoft Xbox
- Sr Marketing Manager Kate Fisher, Microsoft Xbox
- Social Media Manager Bardi Moradi, Microsoft Xbox
- Account Director Shawn Hartwig, Ayzenberg
- Associate Project Manager Bryant Vu, Ayzenberg
- Art Director Vu Nguyen, Ayzenberg
Microsoft Xbox
Series S Reveal Video
Ayzenberg won a bronze Clio in the Games/Electronics category for the trailer and key art it created around Microsoft’s new Xbox Series S console launch. The computer-generated video begins with droplets of black fluid suspended in space before they assemble into a part of the console. White droplets follow suit as hip-hop music plays and the Xbox logo emerges from the white liquid. The fully constructed console stands before the viewer as facts and specs appear beside it.
Credits:
- Director, Xbox Global Marketing, Craig McNary, Microsoft Xbox
- Sr Manager, Xbox Global Marketing, Josh Munsee, Microsoft Xbox
- Chief Creative Officer, Gary Goodman, Ayzenberg
- Creative Director, Allen Bey, Ayzenberg
- Sr Producer Rebecca Breithaupt, Ayzenberg
- Account Supervisor Chy Lin, Ayzenberg
Microsoft Xbox
Xbox Design Lab Relaunch
Ayzenberg won a second bronze Clio in the Games/Electronics category for the video and key art it produced for Microsoft’s “Xbox Design Lab Relaunch,” which announced Microsoft’s reopening of its Xbox Design Lab where gamers can customize their Xbox Series X or S controller with a variety of expressions. The 55-second spot shows the process a fan would go through to customize their controller online.
Credits:
- Sr Manager, Xbox Global Marketing Josh Munsee, Microsoft Xbox
- Integrated Marketing Manager Courtney Luk, Microsoft Xbox
- Chief Creative Officer Gary Goodman, Ayzenberg
- Creative Director Allen Bey, Ayzenberg
- Executive Producer Jonathan Clark, Ayzenberg
- Account Supervisor Chy Lin, Ayzenberg