Cannes Lions

CORPORATE IMAGE

UNIVERSAL McCANN, San Francisco / MICROSOFT / 2006

Presentation Image
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Overview

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Credits

Overview

Execution

The campaign’s distinctive creative concept features white lines drawn over an existing scene, illustrating the ‘potential’ of that person or situation. Our media idea reversed this approach. Here, the white lines illustrate the Potential of the audience. The creative treatment transformed the walkway windows into a “Red Carpet” scenario, positioning each traveler as a celebrity. Dozens of life-sized onlookers and photographers are depicted. They hold up “Welcome” and “Congratulations” signs, take pictures, wave and smile.

Outcome

Before this programme, average advertising exposure time within the San Jose airport was 4-6 seconds (only standard diorama units on walls and within the jetways were available). But last year, over 5 million passengers spent a minute or more within this unique brand experience.

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