Client / Advertiser
Microsoft Surface is the Official Tablet of the NFL. It’s a popular sponsorship. You don’t have to be a diehard fan to notice the device on the desks of NFL talk shows and on the field during games. But for 2017, we wanted to do more than create an ad for Surface. We wanted to create a movement built on empowerment, creativity and accessibility.
We partnered with five NFL players who are currently using their popularity in America’s favorite sport and technology to affect change in their communities. We interviewed them and created moving documentaries that showcased them, not as players, but as people working hard to make a difference for others. The videos became the centerpiece of a multifaceted campaign that encouraged fans to go to Microsoft Stores design helmets on Surfaces for a chance to win a trip to the Super Bowl.
The campaign was a massive success, generating 400+ million earned impressions and 5.6 million social media interactions, as well as significant in-store traffic and over 32,000 Surface engagements. All driving hundreds of thousands in technology and cash donations, and immeasurable goodwill to people in communities across the country.
John O'Connell, Creative Director, Creative lead
Andy Cale, Associate Creative Director, Writer / concept development
Jim Wagstaff, Associate Creative Director, Design / concept development / posters / identity
Brandt Nelson, Art Director, Design / identity
Christopher Shulz, Senior Designer, Design / posters
Randy Woloshin, Group Account Director, Group Account Director
Marie Hirsch, Senior Program Manager, Producer
Katy Rall, Producer, Agency Producer
Matt Allen, Motion Graphics Designer / Senior Designer, Motion design
David Wester, Post Production Supervisor, Editing
Chris Jones, Editor, Editor
Jeff Wold, Sound Design, Sound Design
Mike Lay, Line Producer, Line Producer
Jesse Rosten, Director, Director
Kevin Fletcher, Director of Photography, Director of Photography
Kendall Birch, Designer, Design
Jack Johnson, Senior Art Director, Design / Digital executions