Summary

Agency: Edelman

Client & Project: Microsoft - Surface your Ideas

Initially, this project began as an influencer campaign targeting two distinct markets: Italy and the Netherlands. We ultimately combined these efforts to highlight the capabilities of the Microsoft Surface in a unified approach. The campaign garnered significant media attention due to its innovative fusion of two seemingly unrelated fields and artists.

I managed the entire process, overseeing the creative development, casting, and production from the initial concept through to the final delivery.

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What was the challenge and how we tackled it

Microsoft tasked Edelman with launching the new Surface Pro 9, a device designed to eliminate boundaries, streamline communication, and offer versatility for tasks ranging from design to programming. To demonstrate the product's capabilities, we leveraged influencer marketing, bringing together award-winning designer Elena Salmistraro from Italy and renowned chocolate artist Connor Klein from the Netherlands. Despite their different creative disciplines and geographical distance, they drew inspiration from each other’s work to deliver a compelling message.

Elena began by creating a vibrant drawing on her Surface Pro 9, which Connor then transformed into an exquisite chocolate sculpture. This piece, named Sveva, symbolizes perseverance and inclusivity, incorporating elements from various animals like the fox, raccoon, and fish. Sveva serves as a reminder to seek positive solutions even during challenging times and illustrates how sharing ideas without barriers can lead to remarkable results.

We launched the campaign in both Italy and the Netherlands, blending local languages with a global English version. The result was a captivating film showcasing the unique talents and perspectives of both artists. We produced two detailed edits: one focused on Elena Salmistraro’s journey, her passion for drawing and sculpting, and her enthusiasm for collaborating with chocolate. The other montage highlighted Connor Klein’s expertise in chocolate artistry and his innovative use of the medium.

Additionally, we created various versions of the film tailored for different channels, adjusting formats, aspect ratios, and durations to suit each platform.

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What I did

1. Led the creative concept development process in collaboration with the Creative Director.

2. Executed the casting of influencers for the campaign

3. Managed pre-production tasks, including developing the project timeline, budgeting, and resource allocation.

4. Oversaw the external production agency responsible for filming.

5. Coordinated all stakeholders involved, including the client, production agency, film crew, and creative team

6. Served as the primary point of contact for the client throughout the project’s production.

7. Acted as the production lead, supervising the entire team to ensure adherence to budget and brand guidelines throughout the project's development.

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The outcome

The campaign achieved outstanding results in terms of awareness, generating a remarkable 38 million impressions.

Additionally, it attracted 12 million unique visitors to the campaign page across the two markets where it was launched. These figures reflect the campaign's significant reach and engagement, demonstrating its effectiveness in capturing the attention of a broad audience.

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