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m:united's Windows 10 Campaign is Bursting with Babies from Around the World

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Ethan Hawke lends his voice to new spots directed by Tool of NA's Erich Joiner

m:united's Windows 10 Campaign is Bursting with Babies from Around the World

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.

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Media Agency

Media Agency: EMT

Production Company

Director: Erich Joiner

DOP: Bob Richardson

Executive Producer: Lori Stonebraker

Managing Director: Oliver Fuselier

Production Company: Tool of North America

Line Producer: Joby Ochsner


Edit Company: NO6 LA

Editor: Chan Hatcher, Andrew Manne

Creative Agency

Account Executive: David Mintz, Katelyn Burns

Chief Creative Officer: Sean Bryan, Tom Murphy

Copywriter: Bobby Pearce

Creative Agency: m

Executive Creative Director: Matt Bisher

Executive Producer: Carolyn Johnson

Group Account Directors: Tina Galley, Jason Kolinsky

Group Creative Director: Susan Young, Daniela Vojta

Head of Creative Technology: David Cliff

Head of Digital Production: Jeremy Adirim

Head of Integrated Production: Aaron Kovan

Interactive Producer: Rick Segal, Sean Flanigan

Managing Director: Kevin Nelson

President: John Dunleavy

Producer: Rebecca Magner

Senior Art Director: Trinh Pham

Strategist: Priyanka Nigam

Strategy Director: (Global) Michelle Kiely, (Group) Todd Sussman, Eldad Heilweil

Post Production / VFX

Post Production Company: Method LA

Genres: People

Categories: Phones, Consumer Electronics

McCann North America, Tue, 21 Jul 2015 10:03:05 GMT