Microsoft Corporate Brand - "On My Way"

McCann Erickson

McCann Erickson San Francisco, United States

Awards

8944

This ad is part of the ACT Responsible Collection

Brand: Microsoft Corporate Brand
Country: United States

Advertiser: Microsoft

Title	On My Way
Title (original language)	Auf Meinem Weg
Agency	McCann Erickson
Campaign	On My Way - Microsoft
Advertiser	Microsoft
Brand	Microsoft Corporate Brand
Date of First Broadcast/Publication	2008 / 1
Business Sector	IT Solutions & Professional Networks
Tagline	Auf Meinem Weg
Story	Using documentary filmmaking and journalistic photography as its creative guide, the On My Way campaign examines the life paths of people participating in Microsoft programs. We meet them in their homes, at school, at work; we hear their stories in their own words. We learn who they are, where they are in life, where they hope to go someday, and how Microsoft, in partnership with industry and government agencies, provides the teachers, training, and technology they need to succeed. Their stories present rich, meaningful portraits of people on the path to their potential. The On My Way campaign is a global campaign executed on a truly local level. With still photography and/or video shot in all 16 geographies participating in this effort (Germany, U.K., France, Australia, Czech Republic, Poland, Finland, Canada, Denmark, Italy, Spain, Switzerland, Sweden, Austria, Taiwan, and Brussels/EU), the campaign uses a mix of broadcast ads, short documentary videos, print, out of home, and online assets. For this entry we are showcasing the broadcast & print work produced for Germany. The German executions tell the story of the Microsoft-supported IT Fitness program that aims to provide IT skills assessment and IT skills training to four million young Germans over the next five years. The IT Fitness program includes an IT Fitness Test which upon completion gives the student a score, breaking out deficits and suggesting online learning opportunities. To date as of 5/4/07, 25,103 people have taken the IT Fitness Test. Using an E-learning platform for basic IT skills, this test is accessible from anywhere, for anyone. It is used by IT Academies to evaluate IT skills and to train for the IC3/MOS certificates.
Philosophy	After months of research and discussion with stakeholders around the world, the team identified a thematic focus that is both critical to the success of communities around the world AND in which Microsoft can make a significant positive impact–empowering the next generation of young people and fueling local economic growth through basic technology skills and entrepreneurial training. The 2008 On My Way campaign highlights this area of focus for Microsoft’s citizenship efforts by showcasing actual young people, the programs they’ve participated in, and the positive impact the programs have had on their lives. It is designed to show that Microsoft is passionate about building great software that changes people’s lives.
Problem	Microsoft is a company dedicated to helping individuals and companies reach their full potential. By donating software, hardware, funding, and training to programs all over the world, Microsoft is constantly using its resources and influence to make a positive impact on the world and its people, by creating opportunities and serving the public good through innovative technologies and partnerships. Microsoft supports numerous projects and organizations around the world working to expand opportunities, and help improve digital inclusion, through technology access and training. Because there is a lack of local awareness on these programs, a new campaign had to be created, one that would display the effect of these local efforts on every day people around the world, using a global overarching theme.
Result	To get the campaign off to a great start in January, the German and US teams have created a true, integrated communications best practice–the new ads launched on the same day that Bill Gates and German Chancellor Angela Merkel held a massive news conference, with over 100 journalists, to highlight the IT Fitness program. Young people featured in the ads spoke at the news conference, describing what the program has meant for them. Video testimonials from young people will appear on the Microsoft Web site, and the German team will incorporate these new tools into future public events, collateral, and interactions with public policy leaders. Over the next 12 months in Germany, and 15 other markets across the globe, Microsoft will demonstrate its commitment to enable the youth of today to realize their full potential.
Media Type	Television
Length	303 seconds
Market	United States, Germany
Post Production	A52 Visual Effects
Agency Producer	Matthew Winks
Production Company Producer	Allison Amon
Editor	Michael Elliott
Account Director	Chris Wilcha
Art Director	Frauke Tiemann
Editor	Marco Perez
Editor	Jay Herda
Account Director	Frank DiBiasi
Executive Creative Director	Rob Bagot
Creative Director	Dante Lombardi
Sound Design Company	Elias Arts
Editing Company	Mad River Post
Production Company	Chelsea Pictures