Microsoft: Do Great Things

Celebrate the Renegades Who Set New Standards

The Ask

Ignite the spirit of “Rule Breaking”, demonstrate its impact on culture, inspire with stories about outliers who have disrupted established categories to create a “new normal”. Align the Surface with category disruptors to cement the brand’s position as a disruptor in its own right.

The Answer

A 23S-produced campaign that used Microsoft’s “Do Great Things” as a catalyst and set out to identify and celebrate four inspiring renegades defining new paths in their fields. A robust cache of video, photo, and article content brought these incredible individual stories to life, all with natural and organic integration of the Microsoft Surface.

The Outcome

23S created a total of 12 custom videos, 24 stunning photos, and seven custom long-form digital articles to both celebrate the quartet of outstanding talents and align Microsoft Surface with rule-breakers who set new standards in their industries. The total content package over-delivered on guaranteed views by 30%, with engagement metrics (time spent and completion rates) exceeding editorial averages.