People steal. Gasp!
People steal and then resell at a reduced rate. Double Gasp!
Piracy costs Microsoft around $9 Billion (with a b) a year. We are all realists, this number won’t go to $0. But how can we slow it down? If you can just slow down a 9 billion dollar leak, you can save hundreds of millions of dollars.
We didn’t want to create a campaign of discouragement, we wanted to create a campaign of encouragement. To encourage whats right, not discourage whats wrong. We wanted to connect the windows brand to absolute certainty and quality. But we weren’t speaking to our own culture, we were speaking to 7 distinct cultures: Russia, Poland, Turkey, Thailand, Indonesia, Mexico, and India.
The objective needed to be simple: To build brand awareness and preference of Genuine Windows. The idea was equally as simple: 100%
Its not just Windows 7, its 100% Genuine Windows 7.
The Deliverable
A campaign style guide that each region could use to create a region focused campaign that would also marry up to the other regions for a unified voice.
The Campaign
Originally, the campaign was centered around a simple icon. An icon that could that would be recognizable in all the regions, and complete the 100% story.
A couple of mock up ads showing the original idea
It evolved into something with a little more personality, that could also speak to each region through photography. Keeping to the original idea of an “icon”, we still wanted something simple that didn’t try to say too much, but spoke simply and quickly, and the icon idea evolved to this:
Original ad mock ups used in the style guide
An option for a gridded poster, showing multiple images
Ultimately the campaign style guide was sent to the regions. We monitored and remotely directed the work that was being done. We knew would couldn’t foresee everything, so this part of the effort became very interesting as we started receiving interpretations of the campaign from each region.
In the end, the regions created some great work, relevant to their cultures and environments.
OOH billboard in Poland
OOH billboard in Poland
OOH billboard in Poland
OOH billboard in Poland
OOH Thailand subway ad placement
100% Genuine campaign landing page.
Agency: Razorfish
Creative Director: Frederik Averin
Copy writers: Kurtis Glade, Stacy Bolt
Art Direction: Patrick Kernan, Kaycia Ogata, Michael Showell
The Microsoft.com homepage get hundreds of thousands of hits each day. Razofish was asked to come along side an internal group of Microsoft creatives and redesign/concept the homepage.
Windows 7 Anti-Piracy Campaign
People steal. Gasp!
People steal and then resell at a reduced rate. Double Gasp!
Piracy costs Microsoft around $9 Billion (with a b) a year. We are all realists, this number won’t go to $0. But how can we slow it down? If you can just slow down a 9 billion dollar leak, you can save hundreds of millions of dollars.
We didn’t want to create a campaign of discouragement, we wanted to create a campaign of encouragement. To encourage whats right, not discourage whats wrong. We wanted to connect the windows brand to absolute certainty and quality. But we weren’t speaking to our own culture, we were speaking to 7 distinct cultures: Russia, Poland, Turkey, Thailand, Indonesia, Mexico, and India.
The objective needed to be simple: To build brand awareness and preference of Genuine Windows. The idea was equally as simple: 100%
Its not just Windows 7, its 100% Genuine Windows 7.
The Deliverable
A campaign style guide that each region could use to create a region focused campaign that would also marry up to the other regions for a unified voice.
The Campaign
Originally, the campaign was centered around a simple icon. An icon that could that would be recognizable in all the regions, and complete the 100% story.
A couple of mock up ads showing the original idea
It evolved into something with a little more personality, that could also speak to each region through photography. Keeping to the original idea of an “icon”, we still wanted something simple that didn’t try to say too much, but spoke simply and quickly, and the icon idea evolved to this:
Original ad mock ups used in the style guide
An option for a gridded poster, showing multiple images
Ultimately the campaign style guide was sent to the regions. We monitored and remotely directed the work that was being done. We knew would couldn’t foresee everything, so this part of the effort became very interesting as we started receiving interpretations of the campaign from each region.
In the end, the regions created some great work, relevant to their cultures and environments.
OOH billboard in Poland
OOH billboard in Poland
OOH billboard in Poland
OOH billboard in Poland
OOH Thailand subway ad placement
100% Genuine campaign landing page.
Agency: Razorfish
Creative Director: Frederik Averin
Copy writers: Kurtis Glade, Stacy Bolt
Art Direction: Patrick Kernan, Kaycia Ogata, Michael Showell