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Traditional holiday marketing campaigns have concentrated for years on competitive messages designed to sway buyers toward their products and services. But this year, Microsoft has … read moretaken a different approach. On November 16, 2015 a group of 37 Microsoft employees from around the country gathered in New York City at the company's new flagship store with the intent to sing a song of peace to the world. New to NYC, they took a walk in the neighborhood and sang it in front of the Apple flagship store on 5th Avenue.Agency:m:united/ McCann
The Microsoft chorus was chosen from hundreds of auditions from around the country. These Microsoft team members – along with members of a Harlem youth choir – assembled at sunset on the plaza outside the Apple store and surprised a large crowd of shoppers, tourists and passers-by with a beautiful rendition of Jill Jackson Miller’s iconic song, “Let There Be Peace On Earth.” Several Apple employees joined the Microsoft team in a celebration of unity and good cheer at the song’s conclusion. It was a fitting welcome to the neighborhood by Apple and a warm celebration to begin the holiday season.
The song’s message of hope and empowerment resonated strongly with the participants and crowd alike during this particularly emotional time of year.
M:united//McCann created the initiative. The performance and celebration was filmed and will be made into a national television commercial as well as be distributed through Microsoft’s social and digital media channels and will play throughout the holiday season. Joel Simon Music arranged the song, Doug Katsaros was the musical director and conducted the choir and Erich Joiner directed the filming.
read less...Credits:
Microsoft Team:
Kathleen Hall, CVP Global Advertising
Kate Murphy, Senior Director Marketing Communications
Deana Singleton, GM, Global Advertising
Carol Hutchinson, Director – Global Marketing
Erin Friedman, Director – Global Advertising
Jenny Leahy, Group Marketing Manager
Ron Schott, Senior Marketing Communications Manager
Director Team: Tool of North America
Erich Joiner, Director
Oliver Fuselier, Managing Director – live action/EP
Lori Stonebraker, Executive Producer
Lindsay Skutch, Line Producer
Music Team: JSM Music
Joel Simon, Music Director
Doug Katsaros, Composer/choir director
Editorial Team: Rock Paper Scissors
Eve Kornblum, Executive Producer
Charlyn Derrick, Post Producer
Damion Clayton, Editor
Agency team: m:unitted//McCann
Sean Bryan and Tom Murphy, Co-Chief Creative Officers
David Banta, Executive Creative Director
Lew Willig, Executive Creative Director
Roberto Baibich, Creative Director, Art
David Cliff, Director of Creative Technology
Nickie Thongton, Art Director
Brett Barnett, Copywriter
Chauncey Hollingsworth, Senior Copywriter
Christina Ta, Senior Art Director
Elina Rudkovskaya, Jr Copywriter
Scott Barrows, Jr Copywriter
Joo Kong, Jr Art Director
Production:
Aaron Kovan, Director of Integrated Production
Carolyn Johnson, Executive Producer
Mel Senecal, Producer
Monique Fitzpatrick, Junior Producer
Rick Segal, Interactive Producer
Eric Johnson, Executive Music Producer
Strategy:
Eldad Heilweil, Strategy Director
Ryan Duffy, Senior Digital Strategist
Account:
Kevin Nelson, Managing Director
Tina Galley, Group Account Director
Darla Price, Group Account Director
Philip Chan, Global Implementation Director
Anderson Diaz, Group Implementation Director
Stella Warkman, Project Management Director
Sarah Keiber, Group Account Director
Courtney LeBlanc, Account Supervisor
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