Title | WATERMELON |
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. Problems: It challenged people habit of using a mouse to touch screen. Insight: habits are hard to break. How do we get people willing to touch and feel for Windows 8? We put touch to test, literally. We produced an internet film viewing 3 masters with wonderful power of finger. The unexpected light hearted stories touch the audience. Desire to have a trial is dramatically increased. Setbacks and solution: Considering the creative and deployment workload, we created a language for this video which sounds like an Asian language but not specific. Everyone can understand the story even without dialogues. It’s also a way to create topics around consumers.