For the 2010 Cannes International Advertising Festival, Microsoft Advertising wanted a strong visual and conceptual presence. After all, their target audience would be there -- some 9,500 attendees, comprised of media, marketing and advertising professionals, all looking for ways to navigate the new digital landscape. What better place or time to reach them than Cannes?
To bring their brand promise of being the navigator of digital possibilities to life, they turned to Dentsu America. We created a visual concept for them that literally illustrated the endless number of possibilities they offer their clients. Red navigational contour lines were designed to represent the many digital strands Microsoft Advertising provides.
In each execution, the digital pathway lines surround a different member of the target, and symbolizes the unique digital navigational system Microsoft Advertising has mapped out for them. The concept also worked perfectly as an experiential guide for the live audience at Cannes.
