Microsoft: WATERMELON [image]

Credits & Description:

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

Brief Explanation
Microsoft launched Windows 8 in 2012. It has new ways of performing operations. Problems: it challenged people's habit of using a mouse to touch the 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 the finger. The unexpected light hearted stories touched 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 a 10 second start up time.