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Windows 11 Brings You Closer to What You Love in Campaign from McCann New York


Tool's Erich Joiner directs series of spots featuring real people

Windows 11 Brings You Closer to What You Love in Campaign from McCann New York

Microsoft is introducing the next chapter of their Windows 11 'Brings You Closer to What You Love' Campaign with three new stories. The campaign continues to focus on real people and how Windows 11 helps them pursue their passions—from making science fun and accessible, to seeking equality in women’s sport through design, to addressing the challenges of fashion for plus sized women. Real people addressing real issues head on using Windows 11 PCs to have fun and get stuff done. Windows 11—empowering real people to do what they love.

The campaign features three stories: 

- Malik & Miles George: Seniors at MIT who are passionate about increasing diversity in STEM and higher education. Twin brothers, Malik and Miles have fun breaking down complex material in a way that makes it accessible and interesting. They leverage social media (TikTok @malikandmiles) to make STEM entertaining and educational.

- Charlotte Oxnam: Charlotte is a plus-sized fashion entrepreneur who founded Cue the Curves, a tech startup aimed at creating a positive shopping experience for plus-size women. She does everything from coding to marketing and wants women of all sizes to feel confident through access to fashion that fits both their body and their personality. 

- Natalie White: Natalie grew up an athlete, playing basketball through college. She experienced inequity in sport as many women athletes have, but doesn’t think wearing shoes designed for men should be one of them. She wants to help give women equal footing in the world of basketball, not just culturally, but physically. Natalie is the founder of Moolah Kicks, the first women’s basketball shoe brand built by and for female ballers, recognizing and addressing the unique anatomy of women’s feet. 

“What I love most about this campaign is the energy and passion Natalie, Charlotte and Malik and Miles have for addressing issues that are so relevant today. They turn obstacles into opportunities not just for themselves but for others.  Windows 11 just helps them do what they love,” said Kathleen Hall, chief brand officer, Microsoft.

The integrated campaign will run globally in the U.S, Canada, U.K. France, Germany, and Australia across all media channels including broadcast, digital, social and out of home.  The campaign will be featured at launch in the Men’s and Women’s NCAA March Madness Tournament (US). Global markets will launch on April 11th with presence in key tentpole moments including the Premier League & Champions League (US,UK), Roland Garros French Open (FR, CA), IIHF World Hockey Championship Semi/Finals (CA), Lego Masters, MasterChef Australia & The Voice (AU) and the NBA and NHL Playoffs (US, CA, FR).


Agency / Creative
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Categories: PCs and Laptops, Consumer Electronics

McCann North America, Thu, 24 Mar 2022 15:05:25 GMT