« Following the release of the Surface Pro 3 in France, Microsoft has launched, in 2015, a campaign to reach the French fine arts students.
The purpose is to show the creative features of this device.
Our answer was to imagine the Surface Creative Contest: a cross-schools contest to engage the fine arts students around the diptych theme.»
A CONTEST ROOTED IN COOPERATION WITH THREE KEY CREATIVE PARTNERS
We teamed up with three prestigious partners rooted in the art students’ culture: Adobe, Fubiz, and Dailymotion to broadcast the contents.
To ensure involvement we have activated schools’ administrations and student offices from more than 80 schools nationwide. Students were invited to create static and animated artworks and submit them to a dedicated website, hosted on Fubiz.net.
INSPIRATIONAL BRAND CONTENT
To showcase the diversity of disciplines we selected three mentors, art schools’ alumni, embodying each one of the different expression areas: photography, graphic and motion design, and illustration.
We created a collection of video portraits for telling their journey and diptych’s vision to inspire the contenders.
A PREVIEW PARTY AS BRAND SPEECH FRAME
Finally, the 22th of April a preview took place at the Gaïté Lyrique showcasing the 20 winning artworks.
This noteworthy event was the perfect moment for a broaden brand speech and demonstration of the new Surface Pro 3 in front of 140 influencers.