Tom Giovagnoli
Creative Director at McCann Erickson
San Francisco, United States
TitleTruth
Agency
Campaign How Can the Butterfly Help You - MSN
Advertiser Microsoft
Brand MSN
Date of First Broadcast/Publication 2004 / 1
Business Sector Computer Software & Multimedia Productions
Tagline go to msn.com
Story Don't take a playground bully's story at face-value. Take a journey with one little girl and her personal MSN Butterfly to discover the truth and dispel a schoolyard myth. Is it physically possible to dig a hole to China? MSN says no, and tells you why.
Philosophy Broadband users are no longer frustrated by slow, dial-up speed. Their high-speed service has liberated them from the past pain of sluggish connections and disconnects. Now, the web can do even more for them – everyday things can be accomplished more efficiently and it can fulfill their creative spirit and quest for discovery. As a result, they are reconnected with the “magic” and the endless possibilities of the web. With MSN, the possibilities of the Internet come to life!
Problem In 2004 MSN moved away from being an ISP to become a collection of Internet information, communication and security tools specifically tailored to meet the needs of broadband consumers. A critical part of this change is to explain to broadband users that MSN is not "access" it's the comprehensive Internet resource for whatever needs you have.
Media Type Television
Length
Market United States
Executive Creative Director
Creative Director
Creative Director
Art Director
Copywriter

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