| Title | MAKE-UP |
| Brand | MICROSOFT |
| Product / Service | WINDOWS 8 |
| Category | B01. Internet Film |
| Entrant | JWT BEIJING, CHINA |
| Entrant Company | JWT BEIJING, CHINA |
| Advertising Agency | JWT BEIJING, CHINA |
| Production Company | JQK PRODUCTION HOUSE Beijing, CHINA |
| Name | Position |
|---|---|
| Yeo Yang/Polly Chu | Chief Creative Officer |
| Nicky Zhang/Devin Zhao | Creative Director |
| Popeye Li/Nicolas Tian/Bernard Chan | Copywriter |
| Gary Wang/Christine Klemmt/Liang Zhou | Art Director |
| Amber Yu/Tetsu Bi | Agency Producer |
| Ruston Spurlock/Wednesday Chi/Chiara Capitanio | Account Supervisor |
| Kate Isler/Alexandre Leite | Advertiser's Supervisor |
| Raymond Johnsen Lucas | Producer |
| Jinjin Zhu | Director |
| Fay Xie/Vivienne Huang/Sabrina Zheng | Account Manager |
| Ratan Malli | Planner |
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. Setbacks and solution: considering the creative and deployment workload, we created a language for this video which sounds like an Asia language but not specific. Everyone can understand the story even without dialogues. It’s also a way to create topics around consumers.