Apple

Tb WA\MEDIA ARTS LAb
James Vincent Pres.
Duncan Milner CCO
Eric Grunbaum Exec. Creative Dir.
Elena Hale Exec. Strategy Dir.
Darcie Shively Planning Dir.
Jordan Vadnais Sr. Acct. Planner
Alain Briere Creative Dir.
Alicia Dotter Assoc. Creative Dir.
Krista Wicklund Sr. Copywriter
Stephanie Chen Acct. Super.

oMD ThERE’S AN App FoR ThAT

Microsoft

Genl. Mgr.-Advt. & Customer Engagement

CRISpIN poRTER + boGuSKy Heather Faunce Part.-Group Acct. Dir. Kate Frazier VP-Acct. Dir. Andy Nathan Acct. Dir. Andy Sackmann Acct. Dir. Kate Higgins Mgmt. Super. Chris Ingwalson Mgmt. Super. Dagny Scott VP-Group Dir. Lindsey Allison Assoc. Dir. Glenn Maddocks Mgmt. Super.

REAL pC

Subject to Mac’s attacks, Windows was losing market share and mindshare. The challenge was to breathe new relevance into a brand and product that people took largely for granted and often didn’t buy directly and to do it during a time of no product news. By embracing and amplifying the brand’s underlying truths of democracy and value, the campaign simultaneously gave meaning to an invisible operating system and de-positioned the competitor as elitist. Market share, value perception and favorability measures reversed course, meeting key objectives of preference and share protection.