Microsoft - Windows 8
Windows 8 Asia Pacific Launch Campaign / JWT Beijing
The campaign uses music as universal language to reach people cross countries and cultures.
In each story we show how Windows 8 is relevant to the digital and social age we are now living, allowing people to stay easily connected, to work and play at the same time, to express themselves in new ways.
Each execution has been developed on insights which are common to this region. In Asia, “Parkour”- urban running - is incredibly popular and an expression of freedom as well as individualism, which we believe is the perfect expression of Windows 8. In “You and Me Together” we show, through two energetic Indian dancers and a duel between them the ability with Windows 8 to easily multitask between work and play. This topic is also particularly relevant in Asia & South East Asia where the economy is growing at high speed and everyone is busy to keep up and leverage on this particular moment while trying to preserve their personal lives at the same time. In “Free To Be Me” we showcase, through Skydrive, the freedom to be anywhere and yet being able to access in any moment what is important to us, responding to people needs to be flexible and efficient. In the last execution we feature the artist Lenka who, through the Windows 8 UI, is able to freely share and express her need to be “everything and everywhere” at once.