Background

Microsoft Advertising organizes a global competition in which it challenges its online media agencies to prove they’re the world’s most innovative online planners. Reward: 2 VIP tickets to the 2012 Cannes Lions International Festival of Creativity. Contestants will have to develop a forward-looking, world-class media plan showing how their campaign uses Microsoft Advertising solutions.

Challenge

Catching the attention of the online planners all over Western Europe and stimulate them to participate in this global contest gaining more knowledge of Microsoft Advertising products.

Making sure the concept would fit the new global positioning of Microsoft Advertising’s “Every brand has a story to tell.”

The idea

We didn’t want to come up with a present that would end up in the trash can. As we all know, it’s difficult to surprise this audience that already receives lots of presents.

So we created a concept that would trigger their ambition and their will of being the best in their profession! A concept that connects video, online and print and offers the audience a mission… exclusive Cannes style!

All contestants received a black mysterious tube. Inside they found a Mission Map, and a USB bracelet with a video on it: the key to 2 tickets to Cannes.

The mission spreads itself through all Western Europe, catching the attention of the media.