Cannes Lions

Designing a Team

McCANN , New York / MICROSOFT / 2021

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Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

Almost overnight, Microsoft Teams became the hub where millions of people around the world went to work. The story of Teams became about what people were achieving with Teams - not a feature set. So, we needed to change the design system to reflect that. What's more, the explosive growth spurred intense competition in the collaboration category as each brand set out to capture growth. There was an urgent need to build a differentiating design system that would have strong branding cues, and also help people become familiar with the capabilities and stories of Microsoft Teams.

Idea

Almost overnight, Microsoft Teams became the hub where millions of people around the world went to work, And the platform became home to countless powerful stories of reinvention. So, instead of just showing the features of Microsoft Teams, we set out to show the stories of how innovative companies were using Teams to find a new way forward.

Execution

In a design system built to adapt to any media, big or small, we created a visual framework that brings real people and their stories of innovation to the front and provides a teachable moment with every execution. Using Teams UI and assets from real companies, we developed a way for powerful stories to be told in every way, from long-form video, statics, rich media and everything in between. The work ran in 111 markets and 39 languages including the US, UK, France and Germany across TV, OVTV, OLV, social, digital and rich media platforms.

Outcome

We saw major increases across awareness (+28%), usage intent (+1.4x) and familiarity (+54%) among our extremely large audience of every information worker that needed to work from home.

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