2013 Results

CAT 32 - Editing & Special Effects (FLM)

BRONZE

J. Walter Thompson-Bridge Advertising Co., Ltd, Beijing (CHINA)

Microsoft, Windows 8: "Windows 8 Training Camp Viral Video" Campaign
"Watermelon"
32-02744-FLM
 

Agency (& City): JWT BEIJING, CHINA

Creative Director(s): Polly Chu,Yang Yeo,N/A,Devin Zhao, Nicky Zhang,

Copywriter(s): Popeye Li, Bernard Chan, Nicolas Tian, Theresa Ong

Art Director(s): Christine Klemmt, Liang Zhou

Production Company (& City): JQK Production/Beijing

Film Director(s): Jinjing Zhu

Production Company Producer(s): Raymond Johnsen Lucas

Agency Producer(s): Amber Yu, Tetsu Bi

Assistant Creative Director: Gary Wang

Short explanation

Microsoft launched Windows 8 at 2012. This is a revolutionary operating system. It has a lot of completely new ways of operations.
Problems: It challenged people habit of using a mouse to touch screen.
Insight: habits are hard to break.
How do we get people willing to touch and feel for Windows 8?
We put touch to test, literally. We produced an internet film viewing 3 masters with wonderful power of finger. The unexpected light hearted stories touch the audience. Desire to have a trial is dramatically increased.

The second insight: people hated to wait for the computer to start up. They will usually do something while waiting.
Windows 8 now has a very quick start up.
Challenge: consumers can not feel how fast is fast until they try it.
Idea: we put 3 women trying to finish make up during 10 second start up time.
The unexpected humor makes consumers quickly remember the benefit.

Description

Microsoft launched Windows 8 at 2012. This is a revolutionary operating system. It has a lot of completely new ways of operations.
Problems: It challenged people habit of using a mouse to touch screen.
Insight: habits are hard to break.
How do we get people willing to touch and feel for Windows 8?
We put touch to test, literally. We produced an internet film viewing 3 masters with wonderful power of finger. The unexpected light hearted stories touch the audience. Desire to have a trial is dramatically increased.

The second insight: people hated to wait for the computer to start up. They will usually do something while waiting.
Windows 8 now has a very quick start up.
Challenge: consumers can not feel how fast is fast until they try it.
Idea: we put 3 women trying to finish make up during 10 second start up time.
The unexpected humor makes consumers quickly remember the benefit.