Xbox Equality Controller
Game controller packaging
Women make up approximately half of the gaming community. Despite this, female gamers are often faced with sexist discrimination. Xbox believes that gaming is for everyone. So with just a minimal design intervention, two new functions were added to the “B”, one of the most used controller buttons: to remind users that all players are equal—and to empower women. As packaging (and unboxing) plays a significant role in the gaming community, Xbox turned the boxes into collectibles depicting epic scenes of heroic women breaking barriers in the video game industry and celebrating their achievements on each box.
Client / Manufacturer
Microsoft
Designer
Plan.Net / Serviceplan
das produktionsbüro.frankfurt
LOETRONIC
Fijak GmbH
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