The Asian ads are part of a global campaign that was a combined effort of JWT Beijing and JWT Brazil, along with Crispin, Porter and Bogusky in the U.S., and Wunderman. JWT Beijing was credited with developing the lead creative concept for the worldwide effort.
“I am very proud of our team in the development of this campaign”, said Ruston Spurlock, Managing Partner for JWT Beijing. “The fact that our team established the iconic creative concept for this campaign underscores the quality of creative thinking coming from this region.”
Music is at the heart of the campaign, which highlights a variety of indie and up-and-coming bands across the Asia, such as Scandal from Japan, Sona Mohapatra from India, and Lenka from Australia. The upbeat music encourages self-expression and experience, and serves as a metaphor for the new Windows 8 operating system.
“Windows is an open and inclusive brand—empowering people-- and we wanted the music, language and cultural references to represent that spirit” said Alexandre Leite, Global Marketing Director, Windows.
JWT Beijing leveraged key cultural insights to drive the campaign’s Asian execution. “In Asia, we always want to express ourselves in a different way. We long for liberty but we are quite different from the Western way of expression. Therefore, we will find a symbol to define liberty,” said Polly Chu, Chief Creative Officer at JWT Beijing. “In one of our executions we feature Parkour – urban running – as one of these symbols to represent freedom as well as individualism.”
She goes on to say: “In Asia & South East Asia, we are growing our economy at high speed, yet we value our personal lives just as much and want to maintain our lifestyle, so balancing work and play was important. We know we can be productive with PCs, we wanted to focus on how they can be fulfilling too.”
The campaign will include television commercials along with print ads, out of home billboards, viral videos, an online app, as well as online advertising.
In July, 2012, JWT Beijing was named one of the worldwide creative agency of record (AOR) for the Microsoft Windows Business across Asia Pacific. Prior to this, JWT Beijing handled the creative duties for Windows in China.
“The launch of Windows 8 is a global phenomenon. I am thrilled that our team in Beijing created a big idea that is universal but able to be localized in a manner that suits different cultural clusters,” said Tom Doctoroff, JWT North Asia Area Director and Greater China CEO.
About JWT APAC
JWT opened their first offices in Asia Pacific in 1929. JWT APAC, headquartered in Singapore, today has more than 3,000 employees spread across 18 countries.
Not only are we recognized as one of the largest and most experienced agencies in APAC, but also one of the most creative. In 2011, we captured Mainland China’s first Cannes Grand Prix Lion and first Grand LIA at the London International Awards. Our long history of firsts continues with Lo Sheung Yan, China Chairman and Northeast Asia ECD, being appointed as Cannes Lions first ever Jury President from China.
In addition to working with JWT’s prestigious multinational clients, JWT APAC works with some of Asia’s largest brands including Haier, Indosat, Bharti Airtel and Korea Ginseng & Tobacco.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.
JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).
Cris Prystay, Asia Pacific Director of Corporate Communications