There’s generally not a lot of love for Microsoft among Mac users. But with the newest Office suite for Mac, we had an opportunity to make a connection with Apple devotees by creatively leveraging the one area we know they use the suite for: Work. We would stand for work simplified, and we created a campaign that embodies that principle in every articulation—from the simple line drawings to the minimalist voice of the campaign. From print ads, to online banners, to a campaign microsite, the effectiveness of the message grew, ultimately informing Microsoft’s core branding and collateral, and their event presence at MacWorld.