McCann-Erickson creates Microsoft campaign

McCann-Erickson has created Microsoft’s ‘Realising Potential’ campaign, to be launched next week. The multi-million pound campaign runs until the end of June and is backed by press, cinema and outdoor advertising. The campaign portrays different instances of people daydreaming about what they could do in the future. One example shows a child in a tree dreaming of becoming an airline pilot and using Microsoft to realise that potential. Microsoft UK marketing director Nick Barley says: ‘This is a global campaign that will be repeated in countries across the world. Rather than taking the approach of marketing the technology, which can put people off, the campaign focuses on what that technology can do for you as an integral part of life.’