Microsoft Office Design & Branding BLAH BLAH by Wunderman London


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Industry Software & Multimedia Productions, SaaS
Media Design & Branding
Market United Kingdom
Agency Wunderman London
Creative Director Martin Gent
Art Director Neil Barrie
Copywriter Kelvin Tillinghast
Released August 2010

Credits & Description

Category: Advertising Typography
Advertiser: MICROSOFT
Product/Service: MICROSOFT OFFICE 2010
Date of First Appearance: Aug 1 2010
Entrant Company: WUNDERMAN, London, UNITED KINGDOM
Creative Director: Martin Gent (Wunderman)
Copywriter: Kelvin Tillinghast (Wunderman)
Art Director: Neil Barrie (Wunderman)
Account Manager: Kofo Asuni (Wunderman)
Senior Account Manager: Gloria Cheng (Wunderman)
Creative Services Manager: Chris Farmer (Wunderman)
Art Buyer: Tom Redican (Wunderman)
Senior Designer: Kristina Matovic (Wunderman)
Artworker: Dan Mills (Mornington Graphics)
Media placement: Postcards - Childcare centres & playgroups - August 2010

Describe the brief from the client
In July 2010 we were briefed by Microsoft to develop a series of postcards to support the launch of Office 2010. Targeting time-poor ABC1 parents, the ATL ‘Make it Great’ campaign featured a series of customer testimonials featuring everyday people who used Microsoft Office 2010 to manage their time, do their work and help their children with school projects.
While print and OOH worked well, it was felt they weren’t sufficiently engaging as an activation piece. The challenge was to produce a series of postcards and dispensers located at childcare centres and playgroups.

Describe the challenges and key objectives
Using the four major tenets of the campaign – ‘The New Office’, ‘Kids’, ‘Education’ and ‘Home Organisation’ – we not only had to bring the individual stories to life, but we also needed to create something that was intriguing enough for people to pick up and send on.
One of the testimonials featured a teenager called Tosin who used Microsoft Office 2010 for her school project about the environment. We therefore tailored the postcard to her story.
The cover of the featured postcard uses letters hand cut from real leaves, which were then arranged on hand-made paper that also consists of leaves.

Describe how you arrived at the final design
We didn’t construct this in Photoshop because we wanted to capture the minute details of freshly picked leaves against the softly lit texture of the paper. It was also important that this felt real and handcrafted to help reinforce the underlying message that if you think creatively you really can bring a presentation to life using Microsoft Office 2010.
The words added to the intrigue, encouraging people to pick it up and find out more. On the reverse, Tosin explains how she talks too much and has decided to put her ability to good use by creating a presentation on the environment using Microsoft Office 2010.

Give some indication of how successful the outcome was in the market
It was important to us that the imagery on the front was interesting and arresting enough to drive people to pick the cards up, read the campaign content on the reverse and then take them home to share with their family or use them as postcards and send them to friends.
The activity was successful too. The pick-up rate was over 88% which was 18% higher than average. This demonstrated to us that not only had we created something that was visually beautiful but also something that resonated very closely with our target audience.