Microsoft : Evolved

How do you get people to go for updated versions of their software? You scare them by suggesting they'll be old and in the way if they don't upgrade. But at the same time you charm them, because dinosaurs are so, well, cute. For this print and outdoo

Published On
Apr 28, 2005

Editor's Pick

How do you get people to go for updated versions of their software? You scare them by suggesting they'll be old and in the way if they don't upgrade. But at the same time you charm them, because dinosaurs are so, well, cute. For this print and outdoor work, "The challenge from Microsoft was to convince people that their current version of Office just wasn't good enough," explains McCann-Erickson CD Dante Lombardi. "New challenges and new frustrations call for the latest software, which understands your pain and helps you deal with it. The dinosaur masks are just a metaphor for the old way to work. It was really just a matter of finding stories that resonated with people and tracked back to the product. To be honest, most of the ideas came out of trying to get stuff done here at the agency every day." The photography is the work of noted celeb portraitist Chris Buck (www.chrisbuck.com).