Microsoft ads use animal attributes

Microsoft is launching an eye-catching print campaign featuring half-man, half-beast characters to promote its knowledge management tools.

Microsoft is launching an eye-catching print campaign featuring

half-man, half-beast characters to promote its knowledge management

tools.



The campaign, by Euro RSCG Wnek Gosper, uses animal attributes such as

speed and strength to highlight the benefits of its products and to

demonstrate that companies have to evolve to survive.



One execution features a grey-haired, bespectacled man whose head has

been morphed to resemble that of an owl. The headline reads: ’Evolution

will make us wiser.’



Another execution shows two men arm-wrestling at a table. The

dark-haired man has the sharp features of a wolf while the man he is

fighting has pale woolly hair and the eyes of a sheep. The copy reads:

’E-commerce. You’ve either got it or you’re lunch. Fail to understand

your customers and your competitors will also have you for

breakfast.’



Chris Pinnington, managing director of Euro RSCG, explained: ’The

business environment is changing faster than we might ever have imagined

even 18 months ago. This campaign dramatises the need for business to

respond swiftly and achieves it in an unusual and visually compelling

way.’



Other executions include a ’catwoman’ to highlight how Microsoft can

make companies more agile, and a bull-like man to illustrate how

Microsoft products can strengthen companies.



The images were shot by the US photographer, Daniel Lee. The ads were

written and art directed by two creative teams, Nick Klinkaert and Pete

Hardy, and Chris Herring and Paul Shearer.



The campaign, which breaks next week in the specialist computer press,

was produced in association with Evans Hunt Scott. Media is through

Mediapolis.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).