Surface 3 is a laptop/notebook computer that is often mistaken for a tablet. The challenge was to try and get people to fully understand what the product actually was; why they should consider purchasing it; and to do it all in a fun and interesting way.

We launched a series of unconventional and experimental videos, along with a corresponding microsite. We leveraged the angle of Surface versus notebook to create social buzz and make it interesting. To fully involve the audience we picked out topics submitted by users and made videos based on them. These "creative comedy skits" gained a lot of attention early on and picked up steam throughout the campaign. We finished off by creating limited edition novelty notebook covers for users.