Microsoft Windows 8 launch campaign to feature parkour in Asia-Pacific

In an apparently premature blog post (which appeared here but was later removed) by Windows communications manager Brandon LeBlanc, Microsoft detailed the global rollout of the campaign, which is based around the product experience of Windows 8.  

The campaign aims to have "...less tell and more show—by connecting in an emotional and culturally relevant way that maps to the breadth of the global reach," according to the post. 

Advertising agency Crispin, Porter and Bogusky handled the core concept development as well as advertising in the US, while JWT China and Brazil handled work for Asia and Latin America.  Wunderman acted as the hub of localisation and distribution of the creative materials.

“We focused on the experiences that new Windows 8 devices will give all of us,” said Rob Reilly, partner/worldwide chief creative officer, Crispin, Porter and Bogusky. “And we didn’t get too literal. It’s not about landing features and scenarios, it is about themes like sharing and staying connected, working and playing together, and expressing yourself."

In its TVC (featured above), JWT Beijing chose to highlight parkour (urban running) which is gaining popularity in Asia as "an expression of freedom as well as individualism", said Polly Chu, chief creative at JWT China.

“In Asia and Southeast Asia, we are growing our economy at high speed, yet we value our personal lives just as much and want to maintain our lifestyle, so balancing work and play was important," added Chu.  "We know we can be productive with PCs. We wanted to focus on how they can be fulfilling too.”

Cirspin, Porter and Bogusky opted for music as the centre of its campaign with the TV spot highlighting a variety of indie bands across the globe including Best Coast in the US, Lenka in China and Hogarth in Brazil. 

“We selected music from up-and-coming bands," Reilly said. "We didn’t want to use overly popular songs because we wanted to bring the viewer on a journey of discovery, both through the storytelling and the music that accompanies these stories.”

The full campaign will also include print ads, online banner ads, outdoor posters and branded-entertainment elements such as the musical show La Voz in Mexico, the MTV European Music Awards in Germany, and the UEFA Champion League in Ireland, which will last into the New Year.

From October 25 till 27, Windows 8 will also be featured on more than 39 digital billboards in Times Square, New York. Microsoft will also be holding a hands-on experience in Times Square and at stores in North America.