Microsoft Windows Design & Branding CHRONICLES OF A PC by Wunderman Sao Paulo

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Industry Software & Multimedia Productions, SaaS
Media Design & Branding
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Jp Martins
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Art Director Felipe Galiano, Luis Paulo Allegretti
Copywriter Vinícius Mariano
Producer Fuego Digital
Released June 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: MICROSOFT
Product/Service: WINDOWS
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Associate Creative Director: JP Martins (Wunderman)
Copywriter: Vinícius Mariano (Wunderman)
Art Director: Felipe Galiano (Wunderman)
Art Director: Luis Paulo Allegretti (Wunderman)
Motion Design: Diogo Mangiacavalli (Wunderman)
Motion Design: Fabiana Abreu (Wunderman)
Client Services Vice President: Marcus Tavares (Wunderman)
Account Director: Paulo Rocha (Wunderman)
Producer: Fuego Digital (Fuego Digital)
Media placement: Episode 1 - Windows Blog - 5 June 2012

Describe the brief from the client
Generate social network conversations about Windows from a more emotional standpoint, in line with the new brand positioning 'a Windows 7 computer opens up new possibilities', while also relegating the technical and functional product attributes to the background and showing millions of consumers the true possibilities technology brings directly into their lives.

Describe the challenges and key objectives
Our great challenge was to create a project that could communicate such emotional values while showing that, even if we are not aware of it, in one way or another the computer and Windows are present in our daily lives, helping us shorten distances, bring people closer, organise our lives, learn new things, grow professionally, etc.

Describe how you arrived at the final design

We followed closely the real life of a new computer user, documenting her discoveries and what she learned in a sort of video diary; then we shared everything over social networks. The story’s narrator was the computer itself. So started the project 'Chronicles of a PC'. For the graphic identity we decided to use aesthetics inspired on the strong Latin American culture of soap opera opening credits, with an emotional execution that can communicate the desired tone for the project.

Give some indication of how successful the outcome was in the market
- 600,000 complete views of the episodes.
- A 500% increase in visits to the Windows blog.
- 28,500 new members on the Windows fan page.
- 1,344,929 visits to the product page. 

- Over US$500,000 in spontaneous media: newspapers, magazines, portals, blogs, TV shows and radio. In total there were 100 articles in 75 different media.