| Title | MAKE-UP |
| Brand | MICROSOFT |
| Product / Service | WINDOWS 8 |
| Category | A02. Computer Graphics/Visual Effects |
| 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 |
| Flame2011 | Special Effects/Computer Graphics |
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. 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.
The total cost of MakeUp is 70,000USD. The video were seeded online through social media platforms without any media investment behind. In order to allow for the video to cross borders we created a new language to aid the mood of the film.