When the audience is apathetic, bring the headlines to life. Literally. Microsoft Office - everybody uses it, and nobody thinks about it.

Somehow, we had to create enough excitement to convince apathetic consumers to visit Microsoft.com and learn more about the new version. By bringing the type to life in triumphant sports scenes, we were able to tell the story on two levels. The copy explained the product benefits. And the fluid animation gave that emotional,breakthrough feeling we were looking for. Suddenly, Office really was exciting and different. We were able to showcase the product in a surprising new way.