To Move Playfully and with Grace Taking on the form of Dragon
To Actively Move With the Times
Client Objective/Challenge As part of a final push to heighten Microsoft Office 2003’s end of support, we were assigned to communicate the next generation of software Office 365 and its key feature of cloud services. This was a part of a regional campaign in Asia-Pacific, however the copy-based global Microsoft branding was not applicable in Japan’s case due to misunderstanding and poor comparable material. Creative Solution The primarily print-based creative stepped out of APac’s limitations and settled for the use of Japan's four character phrases known as Yon Moji Jukugo. Their flexible nature and well-known comprehension among the masses in Japan delivered a universal canvas on which we were able to tweak interest on the sometimes unheard of phrases that stressed the need to move forward in life (raising the need to migrate to the next generation software) and highlighting cloud services (as written in the phrase itself). The work was created for wide-spread regional print distribution in Japan, including IT and business press and magazines, ultimately bringing the target to Office 365 promotional campaigns online. 行雲流水 (Ko-un-ryu-sui) To Naturally Move as the Clouds or Water (towards the future; inevitably.) Results This was a print-based project, and a part of a larger campaign emphasising the end of support for Windows XP as well as promoting Microsoft’s latest OS at the time, Windows 8 to business users, in the small to medium business sector.