Microsoft + Data#3 OOH Advertising Campaign (MAY 2024)
Do more with Surface and Copilot.
End-to-end creative direction + execution of a 2024 OOH advertising campaign, aimed at promoting Microsoft's new fleet of AI-enabled Surface devices. These devices allow users to access Copilot (Microsoft's generative AI chatbot) directly from their keyboard via a dedicated key.
This dedicated key, along with the specific target location of these ads (predominately at airports across Australia's major cities) served as the main inspiration for the creative direction of this campaign. I wanted to both incorporate the visuals of keys themselves, but also tie in the notion of arrivals and departures to resonate with the transiting audience.
The target audience for this campaign is largely travelling corporate executives and IT decision makers across the country. With this in mind, I created three different thematic streams for the creative:
One: Adventure themed creative, targeting the inherent adventurous nature of those at the airport.
Two: Family focused creative: targeting those with families; this direction is aimed at targeting the empathetic side of humans - who wants to be waiting around at an airport, instead of their families?!
Three: Device-centric creative: targeting those with limited time to absorb the creative, ie. roadside billboards. It allows the audience to make an immediate connection to what the ad is about.
Let Microsoft and AI take care of a lot of the mundane tasks of everyday corporate life, so you can go out and do more of what matters.
The brief: To promote Microsoft's latest AI (Copilot) enabled Surface device family.
Deliverables: Digital OOH advertising, end-to-end creative direction (inclusive of copy), website integration, social advertising.