Fresh off the announcement that T.A.G.was breaking off from McCann to launch a standalone unit, rebranded as agencytwofifteen, the new shop has debuted Kin Journey, social media-minded, branded doc-entertainment effort to launch Microsoft's Kin, a new Windows phone designed to handle busy social lives—online and off.
For the campaign, the agency set out to determine "Are your friends really your friends?"—a pretty interesting question especially as it pertains to social networks. The agency found one young woman—not an actress,but an especially active online networker on Facebook, Twitter and other social media, and will be following her as she sets out to meet the so-called "friends" in her online social media circle.
Videos documenting her encounters will be running online on Facebook and elsewhere—two a week for the next two months. On May 3, TV and cinema will be then launched.