MAKE UP by J. Walter Thompson Beijing for Microsoft

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MAKE UP

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

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.