| Title | MAKE-UP |
| Brand | MICROSOFT |
| Product / Service | WINDOWS 8 |
| Category | C01. Online Video |
| Entrant | JWT BEIJING, CHINA |
| Entrant Company | JWT BEIJING, CHINA |
| Advertising Agency | JWT BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Tetsu Bi | Jwt Beijing | Producer |
| Amber Yu | Jwt Beijing | Head Of Tvc Production |
| Sabrina Zheng | Jwt Beijing | Account Manager |
| Vivienne Huang | Jwt Beijing | Digital Associate Account Director |
| Fay Xie | Jwt Beijing | Digital Account Manager |
| Chiara Capitanio | Jwt Beijing | Group Account Director |
| Wednesday Chi | Jwt Beijing | Head Of Digital Account Team |
| Ratan Malli | Jwt Shanghai | Strategic Planning Director/Asia Pacific |
| Ruston Spurlock | Jwt Beijing | Managing Partener |
| Liang Zhou | Jwt Beijing | Digital Art Director |
| Christine Klemmt | Jwt Beijing | Digital Art Director |
| Bernard Chan | Copywriter | |
| Nicolas Tian | Jwt Beijing | Digital Copywriter |
| Popeye Li | Jwt Beijing | Digital Copywriter |
| Gary Wang | Jwt Beijing | Digital Assistant Creative Directo |
| Devin Zhao | Jwt Beijing | Digital Creative Director |
| Nicky Zhang | Jwt Beijing | Senior Creative Director |
| Polly Chu | Jwt Beijing | Chief Creative Officer |
| Yeo Yang | Jwt China | Jwt China Chairman/North Asia Executive Creative Director |
Microsoft launched Windows 8 at 2012. This is a revolutionary operating system. It has a lot of completely new ways of operations. Insight: people hated to wait for the computer to start up. They will usually do something while waiting. Windows 8 now has a very quick 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 second start up time. The unexpected humor makes consumers quickly remember the benefit. One month after its launch, the video got 5 million hits