Dive summary:
- Microsoft uses upbeat, positive and encouraging music from up and coming bands in a new advertising campaign for its Windows 8 operating system.
- Advertising videos are to show stories and experiences using Windows 8.
- The Windows 8 campaign also includes a takeover of 39 digital boards in Times Square from Oct. 25-27.
From the article:
"... With that in mind, music, the universal language, is at the heart of this campaign, highlighting a variety of indie and up and coming bands across the globe, such as Best Coast in the U.S, Lenka in China and Hogarth in Brazil. Regardless of country or language, the music universally is upbeat, positive and encouraging self-expression and experience. We believe that Windows is an open and inclusive brand—empowering-- and we wanted the music, language and cultural references to represent that spirit. ..."