BACKGROUND

The Invictus Games is an international sporting event that uses the power of sport to inspire recovery and rehabilitation for those who become wounded, injured or sick while serving their country. But not everyone can physically compete. So, Microsoft developed a way for more injured military personnel to take part: Not through playing sport, but through playing music. Anthem For All uses bespoke technology to enable injured military veterans to create an Invictus anthem that was played at every medal ceremony at this year’s Games in The Hague. 

Although the Invictus Games is centred around active competition, the Games is about much more than just sport – it captures hearts, challenges minds and changes lives.

With shared values of accessibility, inclusion, empowerment, authenticity and innovation, Microsoft created a partnership with the Invictus Games. The team were tasked with taking the unconquerable spirit of the Games a step further to help empower as many people as possible.

The objective was to demonstrate how Microsoft’s values of human empowerment and inclusion can help everyone achieve more.

THE CREATIVE IDEA

Microsoft harnessed the power of technology to help injured veterans who are physically unable to participate in this year’s Invictus Games still be a fundamental part of it.

Anthem For All uses bespoke technology to enable injured military personnel to play instruments they would otherwise be unable to play, to create the first truly inclusive anthem of The Games. An anthem for injured military personnel, made byinjured military personnel.  

Microsoft’s Hands Free Lab leveraged a number of technologies including Xbox Adaptive Controllers and Gaze-eye tracking to assemble an orchestra of instruments that could be played with limited hand mobility or through eye movement.  

We pushed the boundaries of the browser to create a digital experience that allows people to create music online.

THE STRATEGY

Part of Microsoft’s offering is B2B technology services, this has always been important but there had always been a problem…. The tech was either too complicated or dull, meaning nobody cared enough to listen. 
 
We needed to showcase their innovative technology in a way that made this tech tangible but also laddered up to what matters most to Microsoft, to empower every person on the planet to achieve more.  
 
We wanted to re-position who our technology could help. By re-allocating our tech to those who needed it most we could showour tech making a difference, rather than saying it. 
 
By creating an Invictus Games anthem, we empowered those who would otherwise be physically unable to compete to become active participants. We were able to tangibilize the impact our tech has, but more importantly, make a lasting impact and empower more to achieve more, through the brand. 

THE EXECUTION

The project took over 2.5 years - including recruitment of the veterans, 9 months R&D to create bespoke solutions for the varied levels of ability, musical workshops and composition of the anthem at the famous Metropolis Studios. The result was a new, truly inclusive anthem made by injured military personnel using accessible technology. 

The Anthem was played at every medal ceremony at the Invictus Games at The Hague 2022, broadcast in 16 countries, and heard by over 23 million. 

We created a film showing the journey our injured military personnel went through, from life in service, to life after injury, to finally being able to play music again. The film was released across owned channels & PR.  We expanded the idea and pushed the boundaries of the browser to create a digital experience that allows people to create music online.

THE OUTCOME

·       Broadcast in 16 countries and 3 continents

·       Anthem reached over 23 million people globally

·       100% positive sentiment across online channels

Sample the tech here: https://anthem-for-all.com/ (user: anthem / PW: anthem1234)