Happy to say that Microsoft's Collective Project won both a Gold Lion and a Bronze Lion at the Cannes Lions International Festival of Creativity! Here's a spot we worked on to recap the entire campaign.
The Collective Project
Tasked with increasing awareness and engagement for Microsoft OneNote, we set out to inspire a student audience by showing them how the note taking software could benefit their lifestyle.
To do this, we fostered an emotional connection before driving to product downloads. OneNote chose organic social and events to DO stories instead of just telling them, giving the campaign a better chance of fostering engagement with millennial students. Expressed primarily through documentary-style video content, the campaign showcases Microsoft’s dedication to positive change, telling a brand story in lieu of a conventional advertising campaign.
The video above highlights the best of the 200 pieces of content we created for social. Our unscripted video featuring Robert Downey Jr. that you can view here, has reached over 50 million views with two billion impressions, giving unprecedented exposure to OneNote and the students’ projects alike. Additionally, the work has been recognized with a gold Lion and a bronze Lion at the Cannes Lions International Festival of Creativity.