The Cannes Lions International Festival of Creativity has named Microsoft its 2021 Creative Marketer of the Year.

The win comes after Microsoft has won Lions across a vast suite of products over the years, including Xbox, Microsoft Cloud, Microsoft Kinect, Windows 7, Windows Vista, OneNote, MSN and its Halo series.

“The accolade is presented to an advertiser that has amassed a body of creative and Lion-winning work over a sustained period of time, and has established a reputation for producing brave creative and innovative marketing solutions,” reads a press release.

Over the years, Ayzenberg has been proud to help tell the story of Microsoft’s initiatives for Xbox One X, Microsoft 365, Microsoft AI, Xbox Game Pass, Gears 5 and Minecraft Earth, among other campaigns.

Last November, Ayzenberg helped Xbox debut its new Series X and S consoles, respectively. And in February, Xbox launched its new wireless headset, the trailer for which Ayzenberg helped create.

“Watching Microsoft, the past few years at Cannes Lions International Festival of Creativity has been like watching one of the legendary sports franchises methodically build to preeminence. It starts with veteran leaders whose experience is only surpassed by a relentless pursuit of perfection. It builds on a deep bench of players exceeding expectations by the company in which they find themselves. But to reach the pinnacle of Creative Marketer of the Year, the team has got to get to the point that they are mission-driven and playing as one. Awards aside, you can feel that this has happened for Microsoft,” Matt Bretz, executive creative director, Ayzenberg, told AList.

In 2019 alone, Microsoft won 11 Lions, five of which were captured by McCann New York’s ‘Changing the Game’ spot for the Xbox Adaptive Controller, including a Grand Prix in Brand Experience & Activation and a Titanium Lion.

“It’s a tremendous honor to be recognized for our creative storytelling. Our ambition to amplify the voices of customers and changemakers—from kids who use the Xbox Adaptive Controller to trailblazers like 49ers Offensive Assistant Coach, Katie Sowers—help demonstrate how technology can bring us closer together and inspire meaningful, positive change in the world,” said Chris Capossela, chief marketing officer, Microsoft.

The Lions will honor Microsoft on Friday, June 25 during Cannes Lions Live, the first-ever virtual edition of the festival after last year’s edition got canceled. The fully digital experience will run from June 21-25.

This year, all Lions members will have complimentary access to Cannes Lions Live with their subscription fee, which includes awards results, analysis, commentary and a “creativity on demand” channel.