Windows 8 Reimagined Globally
Microsoft has launched the Windows 8 operating system with a global advertising and PR campaign, with a range of television and online commercials featuring the “Windows Reimagined” tag line in many global settings. The campaign, marking the October 26 launch, also includes print ads, banner ads online, outdoor posters and branded-entertainment elements such as the musical show La Voz in Mexico, the iconic MTV European Music Awards in Germany, and the popular UEFA Champion League in Ireland which will last into the New Year. The launch was focused on Times Square, New York City, where Microsoft’s manufacturing partners joined in for a multi-platform interactive experience.
The world is ready. Around the world, people gather to experience and celebrate Windows 8 as it prepares to launch on 10.26.2012. Click on the image below to play the World Is Ready video in YouTube (HD)
The Best Coast commercial features the band’s New York City performance of their song ,”The Only Place”, interspersed with their music video clips of the band driving down a California highway and bassist Bobb Bruno diving into a swimming pool fully clothed were taken from the music video. Click on the image below to play the Best Coast video in YouTube (HD)
A few swipes turns a picture of a little girl in a space suit, a couple on a boulder, a stuffed bear, and other personal photos into a Windows 8 picture password. Music is “Bright Whites” by Kishi Bashi. “You and me at the edge of the world, with a pretty little smile for me to see, new bright whites and a cage full of ice and a naked little canopy to feed my disease. And if you’re to smile at me…” Click on the image below to play the Sign in with A Smile video in YouTube (HD)
“You and Me Together”, features Indian singer/songwriter Sona Mohapatra performing Hindi song “Daav Laga” from the Bollywood movie “Aage Se Right”. Click on the image below to play the You and Me Together (Asia) video in YouTube (HD)
“Celebrating and spending time with friends and family is core to Latin life, said John Ricardo, JWT, Brazil. Blending work and play is nothing new to us, so we focused on a situation where close friends and family are enjoying time together, made better by Windows 8, as something that all can relate to”, said Ricardo. Music is “No Brakes” by Brazilian indie band Holger. Click on the image below to play the Party video (Latin America) in YouTube (HD)
In Asia, Parkour (urban running) is incredibly popular and an expression of freedom as well as individualism. It was the perfect expression of Windows,” said Polly Chu, Chief Creative at JWT China. Music is “Satisfaction” by Japanese group Scandal. Click on the image below to play the Parkour video in YouTube (HD)
The grand opening was held in Times Square, New York City. 39 digital boards were brought together to create a massive Windows 8 Start Screen. Each of Microsoft’s major manufacturing partners was invited to provide a demonstration of Windows 8 on their platform. Pedestrians were able to try out the new Surface tablets, along with recently launched products by Acer, ASUS, HP, Dell, Toshiba, Samsung, Sony, and Lenovo. Click on the image below to play the New York Launch video in YouTube (HD)
Microsoft is running “Microtropolis”, a city of Windows 8 products displayed in an art installation representing Manhattan City. Microtropolis is on display in Hudson River Park’s Pier 57 New York, as well as online at themicrotropolis.com. Click on the image below to play the video in YouTube (HD)
The core concept was developed at Crispin Porter & Bogusky, along with JWT Brazil and JWT China. Localization and distribution of the creative materials was handled by Wunderman.
“We focused on the experiences that new Windows 8 devices will give all of us,” said Rob Reilly, Partner/Worldwide Chief Creative Officer, Crispin, Porter and Bogusky. “And we didn’t get too literal. It’s not about landing features and scenarios, it is about themes like sharing and staying connected, working and playing together, and expressing yourself. They are what connect and resonate across cultures in this digital and social age and what is absolutely core to this product.” said Reilly. With this foundation, the agencies then executed to ensure the ads were relevant across cultures.
“We selected music from up and coming bands. We didn’t want to use overly popular songs because we wanted to bring the viewer on a journey of discovery, both through the storytelling and the music that accompanies these stories. Sometimes, as in “Express Yourself,” by Labrinth we found a new take on a classic old song, much like the reinvention of Windows,” said Reilly.