Microsoft Surface celebrates the originality of young creators in new work via HERO + McCann

To kick off the Uni year, HERO + McCann and Microsoft Surface are launching a campaign that showcases the Surface Pro 8 and Laptop 4 as the ultimate student devices. The campaign resulted from a competitive three-agency pitch in September 2021.

 

Whether they are a budding architect, engineer, educator, scientist, creator or entrepreneur – Microsoft Surface powers their creativity and enables them to own their originality.

The campaign features the ‘slashie’, a person that has multiple careers, projects or skills and represents the duality nature of the audience’s originality. The campaign features the stories of Felicity Notes, a medical student and study life hacks creator, Morgan Hipworth, the founder of Bistro Morgan and food TikToker, Sophia Athas, a self-taught entrepreneur and creative director, and Zachary Hanna, a furniture designer and object maker.

Says Drewe Letchford, the surface consumer category lead, ANZ: “The Microsoft Surface gives students the most innovative platform to unleash their creativity and celebrate their uniqueness. It empowers them with standout features such as intuitive and natural inking that moves with them, power and performance and long battery life for limitless creativity.

“Regardless of the student’s study area, we want to encourage students to surface their original. The Back to Uni campaign by HERO + McCann perfectly demonstrates the duality of our audiences’ originality.

Says Ben Coulson, chief creative officer, HERO + McCann: “If you’re going to set out to do something original, it’s best you have the most original device on the market to help make it happen.”

The campaign was directed by Pete Moore for Helium, post by VANDAL, stills by Tim Swallow via The Kitchen, and launched on 27th January across OOH, Facebook, Instagram, TikTok, Snapchat, and retail assets in Australia and New Zealand, and markets in Asia.

Client: Microsoft
Creative Agency: HERO + McCann
Production Company: Helium
Production Company: VANDAL
Sound Studio: Gusto Studios