Historically, technology has forced us to change our behavior to learn how to use it.  Windows 10 takes a distinctly different approach, one that is human-first instead of technology-first.  Windows 10 ushers in a new era that is respectful of the natural ways we behave today and bends to us.  It’s powerful to see the world’s biggest technology company in the world to embrace that change.

The new Windows 10 campaign from McCann's m:united, “a more human way to do”, voiced by Ethan Hawke, embodies a worldview that: all people – from a rural kid in a developing nation to a city kid in NYC – should have access to great technology that helps them unlock their potential. Windows 10 is here to make sure no one is ever limited in anything they want to do.

Future generations will grow up with a different relationship to technology than we ever had. And that’s what Microsoft’s new campaign for Windows 10 is all about. From unlocking a computer with a smile to scribbling on the Internet and sharing their ideas, kids today won’t see these advances as extraordinary. They’ll simply be a part of everyday life. And because Microsoft will bring Windows 10 to the whole world, everyone will enjoy a more human way to learn, connect and live. In short, a more human way to do.

The campaign was filmed all over the world to capture true human moments across many different ways of life… in Morocco, Iceland, the UK, Thailand, Namibia and the US.  

The campaign launched on Monday, July 20th in the U.S. and in the UK, France, Germany, Japan and Australia on Wednesday July 29th.  The campaign includes broadcast, online video, print, static and digital outdoor, online advertising static and rich banners,social and a campaign landing experience.