Turning Azure’s people
into part of the brand
CLIENT: MICROSOFT
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
Turning Azure’s people
into part of the brand
CLIENT: MICROSOFT
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
Turning Azure’s people
into part of the brand
CLIENT: MICROSOFT
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
CHALLENGE
CHALLENGE
CHALLENGE
Make Azure matter
Build a world worth following
Make Azure matter
Azure had the technology, expertise and stories. The opportunity was to make the brand feel relevant beyond the product.
Azure had the technology, expertise and stories. The opportunity was to make the brand feel relevant beyond the product.
Azure had the technology, expertise and stories. The opportunity was to make the brand feel relevant beyond the product.
INSIGHT
Technology needs a point of view
People connect with technology through people, culture and what they can do with it. The opportunity was to build Azure across all three.
INSIGHT
Technology needs a point of view
People connect with technology through people, culture and what they can do with it. The opportunity was to build Azure across all three.
INSIGHT
Technology needs a point of view
People connect with technology through people, culture and what they can do with it. The opportunity was to build Azure across all three.
IDEA
IDEA
IDEA
Built from the outside in
Built from the outside in
Built from the outside in
Create a distinctive brand world, then bring Azure to life through the people shaping technology and the people putting it to work.
Create a distinctive brand world, then bring Azure to life through the people shaping technology and the people putting it to work.
Create a distinctive brand world, then bring Azure to life through the people shaping technology and the people putting it to work.
THE CONTENT MODEL
THE CONTENT MODEL
THE CONTENT MODEL
BRAND · BGC
BRAND · BGC
Start with culture
Start with culture
Retro-inspired creative for Azure and Microsoft Marketplace, built from a social insight around nostalgia for simpler times.
Retro-inspired creative for Azure and Microsoft Marketplace, built from a social insight around nostalgia for simpler times.
BRAND · BGC
Start with culture
Retro-inspired creative for Azure and Microsoft Marketplace, built from a social insight around nostalgia for simpler times.
EMPLOYEES · EGC
EMPLOYEES · EGC
EMPLOYEES · EGC
Let them tell it
Let them tell it
Let them tell it
Creators and moviegoers gave their own endorsement, turning genuine reactions into reasons to see it.
Creators and moviegoers gave the film their own endorsement, turning
genuine reactions into reasons to see it.
Creators and moviegoers gave their own endorsement, turning genuine reactions into reasons to see it.
FOUNDERS · BGC
FOUNDERS · BGC
FOUNDERS · BGC
Put it to work
Put it to work
Put it to work
Tech founders showed how AI could ease the everyday work of building a company and challenged the assumption that Azure was only for large enterprises.
Creators and moviegoers gave the film their own endorsement, turning
genuine reactions into reasons to see it.
Tech founders showed how AI could ease the everyday work of building a company and challenged the assumption that Azure was only for large enterprises.
RESULTS
RESULTS
RESULTS
The work moved people to act
The work moved people to act
A new model for GenAI and premium IP
Creative built to make Azure more relevant drove stronger action than business-as-usual.
Creators and moviegoers gave the film their own endorsement, turning
genuine reactions into reasons to see it.
Creative built to make Azure more relevant drove stronger action than business-as-usual.
•••
4.79x
4.79x
ROAS VS.BAU
•••
+13%
+13%
CTR VS. BAU
•••
4.79x
ROAS, RETURN ON AD SPEND VS.
BASELINE
•••
+13%
CLICK-THROUGH RATE VS. BAU
