Artist namesake Paul Klee promotes Microsoft Surface Studio
There's an artist in all of us: Jung von Matt/Limmat is positioning the Microsoft Surface Studio all-in-one computer as a digital canvas for creative work - for amateurs and professionals alike. For this, the agency was able to get the living namesake of the famous painter Paul Klee in front of the camera, among others.
With the Surface Studio, Microsoft launched its first own all-in-one desktop computer in Switzerland in June 2017. It scores with an elegant design, a large display and integrated Surface Dials - a Bluetooth input device that is supposed to facilitate creative work.
For Microsoft Switzerland, it was clear from the outset that the new device would be positioned in the area of creative work, according to a press release, and with as broad an audience as possible. To that end, Jung von Matt/Limmat developed a campaign focused entirely on the theme of artistic creation. Three private individuals, who happen to have famous names, are featured in the commercial: In addition to Paul Klee, amateurs Jean-Pierre Tinguely and Reto Giacometti also appear on camera as testimonials. They were each given a Surface Studio and trained by a professional illustrator. After that, they were left to their own devices for about three months. Their mission: to create a work of art.
In addition to Paul Klee, laymen Jean-Pierre Tinguely and Reto Giacometti are also in front of the camera as testimonials.
The results by Paul Klee, Reto Giacometti and Jean-Pierre Tinguely were subsequently exhibited at Grafik17 from October 26 to 29, 2017 - and are intended to prove that: Even people who don't really have anything to do with art can create impressive works of art within a short time thanks to Surface Studio. True to the motto: There is an artist in all of us. The action was recorded in the form of a case video and published on YouTube. And reached over a million viewers.
https://www.youtube.com/watch?v=YgxIVHAuPl4
Measures for specific target groups
In addition to the overarching campaign, Jung von Matt/Limmat implemented other ideas around the Surface Studio that target specific audiences. For example, the creative community in Switzerland was activated by means of a video created during live demos at ADC Creative Week and Fantasy Basel. And with a campaign in collaboration with the artists Ata Bozaci, Linus von Moos and Daniel Zeltner, Microsoft kicked off a lively public discussion on the subject of building beautification in individual Swiss cities. (pd/ank)
Responsible at Microsoft Switzerland: Christoph Glaus (Consumer PR Manager)
Responsible at Jung von Matt/Limmat: Samuel Wicki, Lorenz Clormann (Creative Direction), Jan Kempter (Text), Johannes Dörig (Art), Nicolas Kucera, Julia Fischhaber, Michel Nellen (Consulting & Media Relations), Fabrizio Rutishauser (DTP), Dennis Lück (Chief Creative Officer), Cyrill Hauser (Executive PR Director), Jan Brem (Freelance Illustrator). Jung von Matt/play: Michael Kindermann (Managing Director, Producer), Sandeep Abraham (Storyteller, Cameraman, Editor). Jung von Matt/impact: Dominik Habermacher (Managing Partner), Sophie Baumann (Online Marketing).
External partners: ADC Switzerland: Gioia Bozzato (Managing Director), Hanna Jackl (Project Manager). Compresso: Andreas Cueni (Managing Director), Fiona Gruber (Project Manager), Sabrina Orthen (Project Manager), Cosima Kehl (Project Management Assistant), Natalie Strüber (Hostess).
