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Loneliness among the elderly is on the rise, with a million older people going over a month without speaking to anyone, according to Age UK. And during Covid-19, that sense of … read moreisolation has worsened. Yet the virtual worlds of gaming have become places where gamers can build and maintain real-world relationships ‘Beyond Generations’, an initiative by Xbox and McCann London, is aimed at bridging that generational divide in families, by showing elderly people the relationship-building potential of today’s games, and by getting younger people to start gaming and connecting with the older people in their lives. The ‘Beyond Generations’ platform launches with two filmed experiments, airing on Xbox’s YouTube and Twitter channels, each following the story of a different real family. ‘Mary & Jason’ tells the story of Jason and his great-aunt, who live far apart and have never really known each other. ‘Howard & Dhillon’, meanwhile, focuses on a grandfather and grandson who used to be close, but who’ve drifted apart as they both grew older. The experiments document how going on virtual road trips together in Forza or sailing on virtual ships together in Sea of Thieves, things that are no longer possible for them to do in real life, become an ice-breaker for opening up to each other about their lives and forming a deeper relationship, something sorely missing from ordinary video calls. Beyond the films, Xbox’s broader mission is to encourage families dealing with loneliness to begin connecting more through gaming. Recognising that most elderly people don’t have a console, while younger people often have an old console gathering dust, Xbox is introducing a ‘ReBoxing’ initiative – a subversion of the category trend of unboxing videos. The ReBoxing initiative is a project to empower gamers, who might have recently upgraded to a new console, to gift their old console to an elderly person in their life – the first step in starting to connect with each other.
read less...Laurence Thomson - Co-President
Rob Doubal - Co-President
Lisa Carrana – Head of design
David Coates - Designer
Jonathan Bender – Senior Planner
Mike Phillips – Senior Planner
Jessica Tamsedge – Managing Director
Sailesh Jani – Managing Partner
Oscar Flintoft – Business Director
Melanie Vickers – Account Director
May Sinlapa – Senior Account Manager
Eloise Thompson – Account Associate
Clare Prager – Project Director
Georgia Wettenhall – Senior Project Manager
Production agency (Craft)
Chief Production Officer – Sergio Lopez
Head of Integrated Production – Sophie Chapman-Andrews
Executive Producer - Alec Christie
Senior Producer - Zara Balfour
Head of Post Production – Pedro Pinto
Post Producer – Jamie Cooper
Producer – Sarah Hall
Senior Print Producer – Liam White
Print Producer – Steve Tester
Production Business Affairs – Val Boyce and Molly Strasser
Composer – Chris Davey
Editor – Alex Young @ Craft
Assistant Producer – Toby Burden
Assistant Editor – Ashley Joiner @ Craft
Assistant Camera – Marti Guiver & Luke Makepeace
Sound Design & Mix – Mihai Meirosu @ Craft
Grade – Steffan Perry @ Framestore
Online Editor – Simon Hall @ Craft
Covid Supervisor – David Devine
Illustrator – Son of Alan
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