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McCann Oslo performs ‘Live Tile Experiment’



For launch of Microsoft Windows 8

McCann Oslo performs ‘Live Tile Experiment’


To coincide with the launch of Windows 8, Microsoft Norway has worked with McCann Oslo to create extra attention for the new operating system online.  The ‘Live Tile Experiment’ highlights one of the key innovations of Windows 8 by bringing to life Live Tiles and showing how they might appear in reality.
The video, which can be viewed below, launched on YouTube and is already gathering momentum. It opens on a construction site with a venue being created behind a raised wall.  A famous Norwegian band, Datarock, is preparing to perform in the makeshift bar on a busy street in downtown Oslo.  Cut to nighttime. Passersby are curious about a huge party going on in the bar and a giant lit up tile on the street. Eventually, when someone steps onto the tile, the wall falls down and the party spills out around a surprised looking person, now immersed in the experience.
View the spot below:
The film was made by McCann Oslo and Motion Blur and was directed by the Oscar Student winner, Norwegian director Hallvar Witzoe.
Windows 8 Live Tiles don’t just link to applications, functions and features – they also display real time information from your apps, like email, social media notifications and music content. The tile found on the street in this experiment is the Windows 8 Music Tile, and when activated it gives the user a rather unexpected live music experience.
Silje Thoresen, Consumer Marketing Lead, Microsoft Norway says: "The idea is simple, yet perfect to highlight one of the key features of Windows 8. Working closely with McCann Oslo in creating this video, was truly an exciting experience. And the thrill goes on, as we see how it spreads across the globe.”
Jorgen Gjaerum, Executive Creative Director, McCann Oslo says: “We had great fun creating this campaign, from working with such a talented director to putting this stunt into action with all of the great people in the party scene and the incredible band. This video was created to feed people’s imagination and encourage them to find out more about the new Windows 8 launch and feedback through social media has been more than positive.”
Agency: McCann Oslo
Creative: Jørgen Gjærum, Frank Undheim, Christian Aune, Pål Dobloug
Account Director: Marius Zachariasen
Account Manager: Mari Lund, Merete Hildonen
Agency Producer: Beril Holte Rasmussen
Account Director Media: Simen Kjær
Production Company: Motion Blur
Director: Hallvar Witzø
Producer: Bruno Kvae
Photo: Karl Erik Brøndbo
Client: Microsoft Norway
Silje Thoresen
view more - Creative
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McCann EMEA, Wed, 07 Nov 2012 13:46:48 GMT