Anthem for All

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      Client
      Microsoft & Invictus Games Foundation
      Craft's Role
      Social, Editorial and Entertainment
      Industry
      Tech
      Location
      16 Countries/Online 
      Agency / Partner
      Craft London, Craft NY, Irresistible Studios, Momentum Worldwide and McCann London
      How a groundbreaking music technology continues to offer veterans and others living with disabilities the chance to play and compose music.
      What we did

      We created a campaign that enabled wounded veterans to compose an anthem of hope for the Invictus Games in The Hague Netherland 2022, all using assistive technology.

      The Invictus Games provides an opportunity for wounded, injured and sick servicemen and women, both veterans and those still in active service, to compete in a variety of sports. However, some veterans’ injuries prevent them from participating in the event. That’s where Microsoft Unlocked’s, “Anthem for All” initiative came in.

      How we did it

      Working in partnership with Irresistible Studios, Craft used Microsoft’s adaptive technology and gaze eye- tracking technology to create an orchestra of instruments. These instruments could be played with limited finger movement or even minimal eye movement enabling injured veterans help compose a truly inclusive anthem for the Invictus Games.

      Nine months were spent in R&D creating solutions tailored to veterans’ varied abilities. As these tools were reimagined, they offered opportunities not only for productivity but also joy, creativity, and self-expression.

      The final composition was played at every medal ceremony during the Invictus Games in The Hague, Netherlands, and was heard by more than 23 million people in the 16 countries where the games were broadcast.

      Craft Worldwide

      This project was 2.5 years in the making and culminated in the performance of a new anthem at the Invictus Games.

      A man with a beard wearing a blue t-shirt, a backpack, and a cap turned backwards, standing in the middle of a wood.
      A group of people, including three in wheelchairs, are seen in a music studio looking towards a man who is standing and talking to them. The scene includes a keyboard and a set of drums in the background.
      A group of people, including three in wheelchairs, are seen in a music studio looking towards a man who is standing and talking to them. The scene includes a keyboard and a set of drums in the background.

      Craft Worldwide

      It had an additional online reach of 700,000 following the publication of articles in the first week after it was released.

      A bearded white man wearing a cap turned backwards is seen holding his arms up and looking towards the right side of the photo. He has a black tattoo on his arm below the elbow and his hand appears scarred and rested on his forehead