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m:united And Microsoft Deliver The Message That Any Child Can Change The World

McCann North America, 2 years, 1 month ago

TOOL’s Erich Joiner directs second part of Microsoft’s Global Campaign for Windows 10

m:united And Microsoft Deliver The Message That Any Child Can Change The World

Somewhere right now, is a kid who will one day grow up and change the world. That kid could be in a village in Africa or the suburbs of Chicago, could travel to another world or help to save this one. Microsoft wants to make sure he or she has everything they need to do it. With the launch of Windows 10 we want the great minds of tomorrow to have the tools they need to continue to grow and meet their full potential. 

“The One” highlights the fact that these future leaders can come from anywhere and accomplish almost anything. Shot in Thailand, New York City, Iceland, Morocco, and Namibia the ad features over two dozen kids doing what they do best – being kids. Some already show potential, some kids not yet. But all represent the wide-eyed enthusiasm, curiosity and sincerity of the next generation.

Hopefully inspiring everyone to “Do Something Great”.

The campaign will launch in the US, UK, France, Germany, Japan and Australia on the week of  September 7th.  Campaign elements include broadcast, online video, print, static and digital outdoor, online advertising static and rich banners, social and a campaign landing experience that will be rolled out over the couple of weeks.

Historically, technology has forced us to change our behaviour to learn how to use it.  Windows 10 takes a distinctly different approach, one that is human-first instead of technology-first.  Windows 10 ushers in a new era that is respectful of the natural ways we behave today and bends to us.  It’s powerful to see the world’s biggest technology company in the world to embrace that change.

Future generations will grow up with a different relationship to technology than we ever had. And that’s what Microsoft’s new campaign for Windows 10 is all about. From unlocking a computer with a smile to scribbling on the Internet and sharing their ideas, kids today won’t see these advances as extraordinary. They’ll simply be a part of everyday life. And because Microsoft will bring Windows 10 to the whole world, everyone will enjoy a more human way to learn, connect and live. In short, “a more human way to do”.


Brand: Microsoft

Creative Agency

Account Director: Rosemary Calderone

Account Executive: David Mintz

Account Supervisor: Greg Masiakos

Chief Creative Officer: Sean Bryan, Tom Murphy

Creative Agency: m:united

Creative Technologist: John Ozbay

Executive Creative Directors: Matt McKay, Priti Kapur

Group Account Director: Tina Galley

Head of Creative Technology: David Cliff

Head of Integrated Production: Aaron Kovan

Managing Director: Kevin Nelson

President: John Dunleavy

Producer: Mel Senecal

Project Director: Stella Warkman

Project Manager: Joshua Lopez

Senior Art Director: Trinh Pham, Christina Ta

Senior Producer: Erin Jackson

Strategist: Priyanka Nigam

Strategy Director: Michelle Kiely (Glbl.), Todd Sussman (Group)

Media Agency

Media Agency: EMT


Edit Company: NO6 LA

Editor: Chan Hatcher

Post Production / VFX

Post Production House: Method LA

Production Company

Director: Erich Joiner

DOP: Bob Richardson

Executive Producer: Lori Stonebraker

Line Producer: Jody Ochner

Managing Director: Oliver Fuselier

Production Company: TOOL

Category: It, phones, Av and computers , Tablets

Genre: People , Storytelling