Microsoft D&AD Awards

Pencil Shaving Award

The Opportunity:

Advertise Microsoft Surface to people who make advertising.

Leveraging our Rare Rabbits Global Network, Microsoft UK asked us to activate their range of Surface devices at one of the most prestigious creative events in the world, the D&AD awards.

The Insight:

Perceptions can be changed with a great experience.

Microsoft’s biggest challenge is the creative industry’s love of Apple. So instead of trying to tell creatives how great the new Surface range is, we provided the platform, and incentive, for them to find that out for themselves.

The Idea:

Use Microsoft Surface to win a Pencil Shaving award.

We created a live design category offering entrants the chance to win the prestigious Pencil Shaving Award. Increasing D&AD Festival attendees’ chances of going home with a trophy.

The Execution:

We created a Microsoft Surface studio – in the lions’ den.

Mac fans lined up to spend 30 minutes on the Microsoft devices to create a design piece that fitted in to the theme of that day’s talks. Once their time was up, their work was printed, and after each day D&AD judges chose a winner.

The Result:

180 device trials in 3 days. And a meaningful relationship forged with the creative community.

We achieved our goal of showing these influential consumers how amazing the Surface range is. The activation created beautiful and one of a kind content for Microsoft social platforms. But most importantly, Microsoft is now perceived as an important partner at this key event on the creative calendar.