Background
The new Windows 8 is an amazing operating system. But sometimes, in telling a technology story, brands default to the rational — features and specs. We decided to do it differently.
Concept
Honestly, we just set about finding real people across Asia — an accountant, a nurse, a teacher, a traveller — and honestly showing how Windows 8 fits into their lives. No actors. No scripts. Just honest stories from honest people, filmed with a light and personal touch.
The result was a campaign that felt genuinely human in a category that usually feels the opposite.