HERO + McCann and Microsoft Surface team up for a new campaign celebrating creativity


HERO + McCann and Microsoft Surface launched a campaign to celebrate the originality of young developers.

To kick off varsity year, HERO + McCann and Microsoft Surface launched a campaign showcasing the Surface Pro 8 and Laptop 4.

The campaign was the result of a competitive pitch with three agencies in September 2021.

So whether young developers are aspiring architects, engineers, educators, scientists or entrepreneurs, the campaign shows how Microsoft Surface can boost their creativity.

The campaign features the “slashie,” a person with multiple careers, projects, or skills that represents the duality of the audience’s originality.

The campaign also features the stories of Felicity Notes, a medical student and creator of Study Life Hacks, Morgan Hipworth, the founder of Bistro Morgan and Food TikToker, Sophia Athas, a self-taught entrepreneur and creative director, and Zachary Hanna, a furniture designer and object maker.

Drewe Letchford, Head of Surface Consumer Category at ANZ, said: “The Microsoft Surface offers students the most innovative platform to unleash their creativity and celebrate their uniqueness.”

“It offers them outstanding features such as intuitive and natural coloring that moves with them, power and performance, and a long battery life for unlimited creativity.”

“Regardless of the student’s field of study, we want to encourage students to bring their original to the surface.”

Ben Coulson, Chief Creative Officer, HERO + McCann added, “If you want to make something original, it’s best if you have the most original device out there to make it happen.”

The campaign was directed by Pete Moore for Helium, posted by VANDAL, released stills by Tim Swallow via The Kitchen and on 27 Asia.


Customer: Microsoft Creative

Agency: HERO + McCann

Production company: Helium

Production company: VANDAL

Studio: Gusto Studios


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