Holiday marketing campaigns have concentrated for years on competitive messages designed to sway buyers toward their products and services. But this year, Microsoft has taken a different approach. On November 16, 2015 a group of 37 Microsoft Employees from around the country gathered in New York City at the company’s new flagship store with the intent to sing a song of peace to the world. New to NYC, they took a walk in the neighborhood and sang it in front of the Apple flagship store on 5th Avenue.
The Microsoft chorus was chosen from hundreds of auditions from around the country. These Microsoft team members – along with members of a Harlem youth choir – assembled at sunset on the plaza outside the Apple store and surprised a large crowd of shoppers, tourists and passers-by with a beautiful rendition of Jill Jackson Miller’s iconic song, “Let There Be Peace On Earth.” Several Apple employees joined the Microsoft team in a celebration of unity and good cheer at the song’s conclusion. It was a fitting welcome to the neighborhood by Apple and a warm celebration to begin the holiday season.
The performance and celebration was filmed and will be made into a national television commercial as well as be distributed through Microsoft’s social and digital media channels and will play throughout the holiday season.
JSM Music’s Joel Simon and Doug Katsaros served as music director/CCO and choir director, respectively.
Tool of North America’s Erich Joiner directed.
Credits
Client Microsoft Agency m:united//McCann Sean Bryan, Tom Murphy, co-chief creative officers; David Banta, Lew Willig, executive creative directors; Roberto Baibich, creative director, art; David Cliff, director of creative technology; Nickie Thongton, art director; Brett Barnett, copywriter; Chauncey Hollingsworth, sr. copywriter; Christina Ta, sr. art director; Elina Rudkovskaya, Scott Barrows, jr. copywriters; Joo Kong, jr. art director; Aaron Kovan, director of integrated production; Carolyn Johnson, exec producer; Mel Senecal, producer; Moniique Fitzpatrick, jr. producer; Rick Segal, interactive producer; Eric Johnson, executive music producer; Eldad Heilweil, strategy director; Ryan Duffy, sr. digital strategist Production Tool of North America Erich Joiner, director; Oliver Fuselier, managing director-live action/EP; Lori Stonebraker, exec producer; Lindsay Skutch, line producer. Editorial Rock Paper Scissors Damion Clayton, editor; Eve Kornblum, exec producer; Charlyn Derrick, post producer. Music JSM Music Joel Simon, music director/CCO; Doug Katsaros, choir director. Audio Post Sonic Union, New York Steve Rosen, mixer; Justine Cortale, studio director.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
