A group of executives is looking for an advantage. They’ve alreadystreamlined. They’ve already optimized. Then they realize one huge, untapped advantage is right under their noses: their people.

The campaign launched in the United States with anthemic TV commercials running primarily during sporting events, which have extremely high viewership with business leaders. Multi-page inserts detailing Microsoft’s vision ran in flagship publications: New York Times and the Wall Street Journal. Print continued in key business dailies and thought leadership publications. Out-of-home focused on air travel, catching business travellers at 15 major airports in 7 countries. And online advertising focused on business properties, where leaders would be open to a Microsoft message.