Windows 7 Holiday Campaign
I've worked on Microsoft over many years and across all media, digital, traditional and packaging, retail and identity.
The holiday retail POS campaign is designed to remind shoppers, especially moms, to brighten their family’s Holidays with the purchase of a new Windows PC. Since hardware is a key reason people upgrade, the message included holiday-themed reasons to upgrade—incorporating Windows-enabled features, Streaming HD TV and video with Windows Media Center, HD video chat, and ‘Photo Fuse.' The retail fixture imagery was designed to stop traffic and be as appealing as possible to the demographic. The campaign was localized with messages and visuals that were to be internationally relevant, and relatively easy to deploy in subsidiary markets.
The Office group at Microsoft was so impressed with the solution for Windows, they wanted it too. Not to mention the two brands would appear potentially side-by-side in retail, so coordination made sense—if maybe the Office brand color didn't work so well for the holiday.
McCann | Microsoft Global Advertising Guidelines
McCann was trying to wrestle control of the global Microsoft advertising business. I came into McCann-SF to put together a global advertising system to govern the implementation of the brands across the globe. The Advertising Our Brands book, corresponding Web site and templates provided AOR's and McCann Worldgroup creative | account management teams with production specifics and guidance that drove consistency across the brands and all over the globe.
Training was initiated in several key regions and I traveled to teach the system to all stakeholders on the Microsoft advertising business.
Windows XP Digital Campaign | Start Something
This integrated global awareness campaign was designed to showcase how people can explore, enhance and pursue their passions with Windows® XP and related technology -- whether that passion is music, movies, cooking or the cosmos. The international effort called "Start Something" was one of the largest and longest marketing campaigns in the Windows brand history. The 15-month campaign celebrated the countless possibilities for Windows to bring what people are passionate about to life using the hundreds of thousands of software applications and devices that work with Microsoft® Windows XP.
The Start Something campaign used imaginative illustrations and animation to demonstrate how Windows opens a pathway to a kaleidoscope of activities that people are enthusiastic about pursuing. With language such as "Start something curious," "Start discovering lost cities" and "Start feeding your brain," the campaign leveraged the window symbol over the heart to symbolize all of the things we are passionate about —made possible with Windows. The campaign ran in a total of 11 countries, launching in the United States and following in Australia, Canada, France, Germany, India, Italy, Japan, Korea, Netherlands and the United Kingdom.
Commercial Spot
Online Streaming
Online Banner
I've worked on Microsoft over many years and across all media, digital, traditional and packaging, retail and identity.
The holiday retail POS campaign is designed to remind shoppers, especially moms, to brighten their family’s Holidays with the purchase of a new Windows PC. Since hardware is a key reason people upgrade, the message included holiday-themed reasons to upgrade—incorporating Windows-enabled features, Streaming HD TV and video with Windows Media Center, HD video chat, and ‘Photo Fuse.' The retail fixture imagery was designed to stop traffic and be as appealing as possible to the demographic. The campaign was localized with messages and visuals that were to be internationally relevant, and relatively easy to deploy in subsidiary markets.
The Office group at Microsoft was so impressed with the solution for Windows, they wanted it too. Not to mention the two brands would appear potentially side-by-side in retail, so coordination made sense—if maybe the Office brand color didn't work so well for the holiday.
McCann | Microsoft Global Advertising Guidelines
McCann was trying to wrestle control of the global Microsoft advertising business. I came into McCann-SF to put together a global advertising system to govern the implementation of the brands across the globe. The Advertising Our Brands book, corresponding Web site and templates provided AOR's and McCann Worldgroup creative | account management teams with production specifics and guidance that drove consistency across the brands and all over the globe.
Training was initiated in several key regions and I traveled to teach the system to all stakeholders on the Microsoft advertising business.
Windows XP Digital Campaign | Start Something
This integrated global awareness campaign was designed to showcase how people can explore, enhance and pursue their passions with Windows® XP and related technology -- whether that passion is music, movies, cooking or the cosmos. The international effort called "Start Something" was one of the largest and longest marketing campaigns in the Windows brand history. The 15-month campaign celebrated the countless possibilities for Windows to bring what people are passionate about to life using the hundreds of thousands of software applications and devices that work with Microsoft® Windows XP.
The Start Something campaign used imaginative illustrations and animation to demonstrate how Windows opens a pathway to a kaleidoscope of activities that people are enthusiastic about pursuing. With language such as "Start something curious," "Start discovering lost cities" and "Start feeding your brain," the campaign leveraged the window symbol over the heart to symbolize all of the things we are passionate about —made possible with Windows. The campaign ran in a total of 11 countries, launching in the United States and following in Australia, Canada, France, Germany, India, Italy, Japan, Korea, Netherlands and the United Kingdom.
Commercial Spot
Online Streaming
Online Banner