I’M A PC and I’ve been made into a stereotype.

I’M A PC

Life Without Walls

Singular vs Diverse Identity

What’s Next? Tell a greater story that involves both directions equally, authentically based on Microsoft reputation. If I’M A PC talks to diversity of users and Life Without Walls demonstrates compatibility, how do we evolve the conversation—What does it mean for people, for this world?

Windows is the Common Denominator \ Windows 95% MKT /// Small World Effect \ People & Technology & Ideas and 1 Billion things in between /// Everything is connected —Literally, not hypothetically

\ Windows 95% MKT

(or LESS) Six Degrees of Separation

Phase I Teaser Making Connections

Teaser Degrees of Separation

Physical Connections

Phase II Six Degrees of Separation (or LESS)

Online Connections

Phase III Viral Bacon

Bacon’s Common Denominator

Bacon on String Theory

RESULTS The team from Crispin Porter + Bogusky awarded our team Best Overall Strategy because “the story sparks ideas. Not only did (we) make a fluid continuance of the Life Without Walls concept; (we) took into mind the qualities that can be perceived as negative and turned them on their head while capturing a truth of Windows. Winning teams get the opportunity to pitch the man himself in Boulder, Colorado.”

BEST OVERALL