McCann has launched a campaign for Microsoft which focuses on what unites us, instead of what divides us. The campaign, which evolved from last year’s “Spread Harmony” campaign which focused on togetherness.
DIVERGE spoke to Sean Bryan, Chief Creative Officer at McCann:
Where did this idea come from?
Last year’s “Spread Harmony” holiday campaign was a celebration of how Microsoft as a brand could create some holiday spirit by reaching out to an old friend, Apple, with a gesture of togetherness. This year’s theme, an evolution of that message, is focused on how creativity can bring us together. It features a group of real people who have made a difference and it shares their vision of hope, peace and beauty through creativity.
Who was the team behind this campaign?
The holiday campaigns last year and this year were developed by a team at Microsoft and Microsoft’s agency, m:united//McCann. In total, close to 60 people, including marketing, creative and production teams, had hands-on involvement with its planning and creation.
How long will this run?
The campaign will run through December 30. In addition to the television spot, we created content on the Microsoft.com/empowering site about the individuals featured in the work, including a film on the making-of the campaign. And we introduced a first-ever “FaceBook Badge” which enables people to frame their profile picture with art from the spot with the message “Spread Harmony”. Outside the U.S. the campaign will be supported by digital and social initiatives.
Why is it important to end this year on a good end?
There are challenges out there for sure, but – especially this time of year – it helps to remember there are a lot of good people in the world. We wanted to represent that good, and differences coming together through art to help make the world a more beautiful place.
What was the response to this campaign in 2015?
Very positive. The fun and spirit of Microsoft’s surprising holiday outreach to a legendary rival attracted attention and smiles in both the U.S. and internationally. Ultimately, the spot was picked up online in over 90 markets around the world.
How did you select the real people in the campaign?
Joel Arista was selected as the main artist because his specialty is community engagement in motivational mural art. The others were chosen based on their engagement with issues that are top of mind in our current society, including racial tension, policing, refugee crises.
Joel Artista is an artist, educator and advocate for social change through community-based public art.
Zianna Oliphant is a child activist, who pleaded to the Charlotte City Council for equality and for the fighting to stop.
Bobby White is a Florida police officer nicknamed the “basketball cop” after a video of him playing ball with local kids, rather than busting them after a complaint, went viral.
Hawa Diallo is a West African refugee artist who discovered her need to create in her mid-40s to express the beauty and pain of her experiences.
Jazz Jennings is the youngest person to publicly identify herself as transgender, and is now a national role-model and activist for transgender youth.
Zea Bowling is a 7-year old first grader who stood firm in the face of hate during a celebration of the Supreme Court ruling that legalized same-sex marriage.
Christopher Catrambone is an entrepreneur who founded the Migrant Offshore Aid Station, a global search and rescue charity for migrants crossing the Mediterranean Sea.
Mona Haydar is a Muslim-American activist who invites people to come “ask a Muslim” over free coffee and doughnuts.
How important is diversity in this campaign?
Diversity is at the core of the campaign. We wanted to speak to the good in the world and how our differences can combine to make beautiful things happen.
How important is diversity to Microsoft?
Microsoft actively seeks to foster greater levels of diversity in our workforce and in our pipeline of future leaders. We are always looking for the best and brightest talent and pride ourselves on our individuality – inviting candidates to come as they are and do what they love. The common thread that attracts us to candidates is their passion for their work and the desire to make an impact in their careers, in the community, and on the world.
How important is diversity to McCann?
McCann’s focus is on creating marketing solutions that grow our clients’ businesses. Clearly, understanding and truly connecting with consumers is key to achieving this objective. Through diversity of background and cultural experience, we achieve diversity of thought and ultimately great ideas and winning solutions. Simply stated, diverse inclusion in our workplaces and in our supplier relationships stimulates the creativity, innovation, collaboration and ultimately performance essential to our success.
