Microsoft’s technology empowers people, and the possibilities it creates are endless. The innovation comes to life this holiday season through the spirit, wonder and imagination of a little girl. Follow the magical story of Lucy, a curious 6-year-old with a few questions on her mind. With the help of her mom’s Surface and Microsoft Translator, she finally gets her chance to ask the most important questions of the season to some special friends. Microsoft technology empowers and connects everyone on the planet–well, almost everyone.
Hank Perlman of Hungry Man directed Microsoft’s “Holiday Magic: Lucy & the Reindeer” for m:united/McCann New York.
Credits
Client Microsoft Agency m:united//McCann New York Sean Bryan, Tom Murphy, co-chief creative officers; Shayne Millington, EVP, executive creative director; Michael Aimette, executive creative director; Rick Ardito, Emmie Nostitz, creative directors; Edu Lunardi, sr. art director; Hunter Pinnell, copywriter; Nick Larson, sr. copywriter; David Cliff, director creative technology; Alicia Foor, Hiya Vazirani, creative technologists; Carolyn Johnson, SVP, head of integrated production; Mel Senecal, VP, sr. producer; Nina Roussarie, sr. producer; Joanna Schwab, EVP, global strategy director; Jordan Berger, social strategy director. Production Hungry Man Hank Perlman, director; Kevin Byrne, managing partner/exec producer; Martha E. Davis, producer. Editorial Rock Paper Scissors NY Damion Clayton, editor; Sebastian Zotoff, assistant editor; Eve Kornblum, managing director; Jenny Greenfield, producer. Post/VFX MPC Matthew Loranger, exec producer; Chris Connolly, VFX producer; Tim Crean, VFX supervisor/Flame lead; Julien Aucouturier, Lawrence Merrill, 2D team; Jaswan Prasath, Sathish Chellappan, Shyam Babu, Yasasvini Vagampalli, Muruga T, Vishal Dark, Geetesh Tari, VFX team; Ricky Gausis, James Tillett, sr. colorists; Sasha Pace, producer. Music JSM Music Joel Simon, CCO/co-composer; Jeff Fiorello, exec producer; Becca Riter, co-composer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
