Microsoft finds a way in new campaign

(Microsoft launches new campaign)

While there is no doubt that this has been one of them most challenging years ever for many businesses, Microsoft Teams has continued to play an integral part of the way companies are reinventing how they connect, not just with each other, but with customers.  

In the brand’s latest campaign, created by McCann, we see how Hasbro, an iconic family entertainment company, is utilizing Teams to transform the way they work. Consumer research plays a huge role in the development, design, and refinement of their games. 

When the pandemic started, they were unable to do in-person research. They then turned to Teams to do virtual research with families. Teams has enabled Hasbro to meet with families in many more countries than they could before, and to get much richer insights as their participants were in a more relaxed environment—their own homes. 

This increased diversity of insights and quality of learning is helping Hasbro make games that will better resonate with consumers, faster than they could before. Watch below:

“At Hasbro, we’re constantly evaluating and adopting new technologies to serve the needs of our business which is inherently creative and collaborative. When we went fully remote last March, our migration to Teams was already in progress but the event allowed us to complete the transition nearly overnight, ensuring no loss of productivity,” says Steve Zoltick, Executive Vice President and Chief Information Officer, Hasbro.

He adds, “Microsoft Teams is a critical part of our strategy as we plan for the “next normal” which will involve greater flexibility for our employees, regardless of where they’re working.”

The campaign also features Priority Bicycles, a small bicycle manufacturer and retailer based in New York City, who is using Microsoft Teams to reinvent the way that they sell bicycles by conducting virtual visits with prospective customers via Teams. 

These virtual visits have enabled them to see three times the number of customers they were able to see in-person and vastly expand their geographic footprint as a result. They are also using Teams to run every aspect of their business, developing new bicycle designs, accelerating their timelines for bringing new products to market, and collaborating on their day-to-day work.


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“It is so gratifying and inspiring to see companies shifting their focus from business continuity to ingenuity—finding ways not just to survive, but to thrive in the new business environment leveraging Microsoft Teams.” notes Kathleen Hall, CVP, Brand, Advertising & Research, Microsoft

That tagline was “Nothing Can Stop a Team.” In this new campaign, “Where there’s a team, there’s a way” we celebrate real teams at real companies who have not only embraced this new way of working, but have found better ways of working – with the help of Teams.

When the world stopped last spring, Microsoft Teams launched a campaign showing how real customers in critical industries like public safety, education, healthcare, and commerce survive this new reality.

Microsoft Teams is empowering businesses not to just survive, but to reinvent and thrive in this new digital era.


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The campaign featuring Hasbro will first launch in the UK, France, and Germany on February 22nd on TV, digital video, digital display, social, PR, search. The campaign featuring Priority Bicycles launched in the US on January 25th.

CREDITS:

CLIENT: Microsoft

AGENCY: McCann

Business Leadership 

  • Kevin Nelson – Managing Director, McCann NY
  • Scot Beck – EVP, Global Business Leader, m:united
  • Jeremy Miller – EVP, Global Chief Marketing and Communications Officer, McCann Worldgroup
  • Victoria Park – Associate Director of Communications, McCann Worldgroup
  • Socrates Papazoglou – SVP, Group Account Director
  • Gabriella Dickens – Account Director
  • Patricia Burelli – Account Director
  • Maya Lobban – Account Supervisor
  • Divya Joseph – Senior Account Executive
  • Shanice Green – Senior Account Executive

Project Management 

  • Lauren Kosche – Senior Project Manager

Production

  • Nathy Aviram – Chief Production Officer 
  • Mel Senecal – VP, Executive Producer 
  • Katie Boyko – Senior Producer
  • Olivia Whyte – Producer 
  • Eric Johnson (aka DJ Bunny) – SVP, Executive Music Producer
  • Dan Gross – Music Producer
  • Jamie Jou – Business Manager, Music 
  • Patty Visconti – VP, Senior Interactive Producer
  • Charlotte Popper – Digital Producer
  • Sean Flanigan – Digital Producer 
  • Caroline Sollmann – Art Producer
  • Kelly Ramsey – Art Producer

Strategy 

  • Ash Farr – EVP, Global Director of Strategy & Research
  • Jordan Berger – Strategy Director
  • Carra So – Associate Strategist

Business Affairs 

  • David Halberstadt – Business Manager
  • Terry Marcello – VP Director Talent Payment 
  • Rosemary Smith – Talent Payment Manager

PRODUCTION COMPANY: Craft Studios 

  • Director – Anne Paas 
  • Head of Content – Adam Hirsch 
  • Senior Producer – Shelley Cheung Claudon 
  • Producer – Amalia Bradstreet
  • Technical Director – Philip Ohler 
  • Business Affairs Manager – Meredith Thornhill
  • DP – Ronan Killeen
  • Camera Operator – Byron Kopman
  • Field Producer – Darren Rayner
  • Field Producer – Greg Bartels
  • Camera Operator – Kyle Couture
  • Field Producers –Connor Crosby
  • Field Producers – Ben Consoli

EDIT/POST: No6 

  • Editor – James Duffy
  • Assistant – Ashley Cisnerox
  • Assistant – Chris Wronka
  • Executive Producer – Corina Dennison
  • Head Of Production – Laura Molinaro
  • Graphics Artist – David Gerber
  • German Editor – Sven Herrmann 
  • French Editor – Jeremie Dameme 
  • Assistant Editor – Gustavos Roman
  • Assistant Editor – Tyler Pharos
  • Producer – Malia Rose
  • Finishing Producer – Mark Reyes
  • Lead Flame Artist – John Shea
  • Flame Assistant – Dallas Lillich
  • Flame Assistant – Daniel Gilkes 
  • Graphics Artist – Christian Matts
  • Audio Mixer – French/German – Mihai Meirosu
  • Audio Producer – French/German – Jamie Cooper
  • Digital Editor – Nick Schneider
  • Digital Graphics – Nick Herms
  • Digital Assistant – Chris McNinch

POST PRODUCTION: Method Studios

  • Graham Dunglinson – EP
  • Matthew Engel – Senior Producer
  • Kyle Fader – Producer
  • Mario Caserta/Steve Morris – Lead Flame Artist
  • Mark Woit, Thomas Downs – Flame Artists
  • Juan Beltre, Uzi Mor, David Manzo – Designer/Animators

COLOR: Company 3

  • Joseph Bicknell and Tim Masick – Colorists 
  • Anna Kelman and Kevin Breheny – Producers

AUDIO: Sonic Union 

  • Michael Marinelli & Brian Goodheart – Mix Engineers
  • Patrick Sullivan – Head of Production 
  • Nathanael Taylor – Producer

MUSIC: Squeak E. Clean Studios

  • Charles Rojas – Composer
  • Julie B Nichols – Composer
  • Zac Colwell – Creative Director
  • Deb Oh – Executive Producer
  • Danielle Toporoff – Senior Producer
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