MICROSOFT BING -- DIGITALLY LED INTEGRATED BRAND LAUNCH -- Gold Effie Winner
The assignment was daunting: Launch a campaign for a new search engine despite the fact that 100% of the world currently uses Google and 100% of those people are just fine with it. Yikes. I led the creative team at Razorfish responsible for successfully introducing bing through a massive digital campaign. The campaign was so successful, the agency secured digital AOR duties from Microsoft based on its performance and then spun that success into above-the-line duties as well. Something that had never occurred before in the agency's history.
