Microsoft Digital MAKE UP by J. Walter Thompson Beijing

MAKE UP
The Digital Advert titled MAKE UP was done by J. Walter Thompson Beijing advertising agency for Microsoft in China. It was released in May 2013.
Advertising campaign for Microsoft

Microsoft: MAKE UP

Brand
Microsoft
Media
Digital
Released
May 2013
Posted
May 2013
Market
China
Industry
Software & Multimedia Productions, SaaS
Agency
J. Walter Thompson Beijing
Creative Director
Nicky Zhang
Director
Jinjing Zhu
Copywriter
Bernard Chan
Art Director
Liang Zhou
Creative Director
Devin Zhao
Producer
Raymond Johnsen Lucas
Producer
Tetsu Bi
Copywriter
Popeye Li
Copywriter
Nicolas Tian
Art Director
Christine Klemmt

Credits & Description:

Advertiser: MICROSOFT
Agency: JWT BEIJING
Category: Video
Advertising campaign: MAKE UP
Account Manager: Fay Xie (JWT)
Copywriter: Bernard Chan
Art Director: Christine Klemmt (JWT)
Assistant Creative Director: Gary Wang (JWT)
Copywriter: Nicolas Tian (JWT)
Director: Jinjing Zhu (JQK Production)
Chief Creative Officer: Polly Chu (JWT)
Head Of Account Team: Ruston Spurlock (JWT)
Account Manager: Sabrina Zheng (JWT)
Group Account Director: Chiara Capitanio (JWT)
Art Director: Liang Zhou (JWT)
Creative Director: Nicky Zhang (JWT)
Copywriter: Popeye Li (JWT)
Planner: Ratan Malli (JWT)
Producer: Raymond Johnsen Lucas (JQK Production)
Account Manager: Vivienne Huang (JWT)
Head Of Digital Account Team: Wednesday Chi (JWT)
Head Of TVC Production: Amber Yu (JWT)
Creative Director: Devin Zhao (JWT)
Producer: Tetsu Bi (JWT)

Brief Explanation
Microsoft launched Windows 8 in 2012. It has new ways of operations. Problems:It challenged people's habit of using a mouse to touch screen.Insight: habits are hard to break. We put touch to the test, literally.We produced an internet film viewing 3 masters with wonderful powers 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.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 a second start up time.