With Windows 10 End of Support fast approaching, Microsoft and Intel partnered with BUCK to launch a comprehensive, global marketing campaign. Our goal was simple: educate and help small and medium-sized businesses understand why upgrading to Windows 11 Pro PCs and Copilot+ PCs with Intel vPro matters, a goal the campaign achieved by driving millions of new device activations.
This multi-phase B2B campaign spanned 14 languages and produced more than 12,000 assets, including films, display ads, social content, DOOH, podcast ads, dedicated landing pages, and email marketing across Microsoft, Intel, and their global commercial partners. Master campaign guidelines and localization guides helped partners tailor the work for local audiences.
The campaign reached more than 1.2 billion impressions, drove more than 2.5 million new device activations across 7,000+ organizations, and contributed to a four-point increase in Windows 11 adoption within five months.
To deliver the BUCK level of craft at this scale and speed, the team worked with Residence partners Part and Sum and Wild, along with Ditroit.
Credits
BUCK
Group Creative Director Thomas Schmid
Creative Director Alex Moulton
Executive Producer Russell Greene, Ryan McGrath
Production Lead Monica Lynn
Account Director Danielle Russo
Producer Andre Araujo, Julia Torchine, Luke Proctor, Pablo Martinez, Paul Winze
Associate Creative Director Ana Gómez Bernaus
Art Director Vicky Chong
Additional Art Direction Arielle Casale
Associate Producer Dani Ortega, Khadim Dieng, Wolfgang Schiavo
Head of Strategy Marla Moore
Strategy Director Surabhi Rathi, Tina Surelia
Copy Director Dave Evans
Copywriter Asli Zeren, Audrey Kang, Brooke Kessler, Charlie Short, Emma Howcroft, Kat Sieniuc, Katrina Schaefer, Shana Billingsley
Storyboard Artist Tristyn Pease
Concept Artist Fernando Utreras
Designer Abbie Winters, Danilo Gusmão Silveira, Danni Xi, Eduardo Gooda, Haeri Cho, Jade Kuzak, Jong Lee, Joshua Harvey, Julia Chu, Julie Alter, Kate Wu, Kenni Huang, Lucas Ramos, Mindy Park, Nachei Sánchez, Noel Núñez-Caba, Vicky Chong, Yi Zheng, Yukyung Lee
Head of 2D Mercy Lomelin
2D Animator (AE) Dan Cantelm, Johan Eriksson
Technical Director Ben Rohel
Head of 3D Bill Dorais
3D Supervisor Hogan Williams, Modeler, Daniel Barros
3D Animator Anaël Saint-Jean-Vidal
Creative Technology Director Cameron Browning
Lead Creative Technologist Matt Kenefick
Head of Post Jose Fuentes
Editor Cameron Kelly, Dave Conte
Assistant Editor Mystikal Scalzi
Part & Sum
Director of Strategy Joselyn Bickford
Director, Strategy Cecila Bergman
Strategist Jack Downs
Wild
Head of Tech & Business Thomas Ragger
Managing Director Eric Konzalman
Creative Lead Eva Landaluce
Visual Designer David Hidalgo
Designer Jessica Moon
Project Manager Amber Wimmer
Project Manager Leandro Madeo
Design Engineer Daniel Maslan
Developer Domenico Vale, Kacper Gałka
Head of People & Culture Matthias Mentasti
Ditroit
CG Production
Ambrose
Composer Ambrose Yu
Wild Gravity
Accessibility
Microsoft
Director - Windows Commercial Marketing & GTM Kurt Stevenson
Creative Director Sue Boivin
Senior Producer & Project Manager Violetta Holl
Senior Marketing Lead Jeanette Kennedy
Content Marketing Project Manager Aven King
Business Manager Piper Greenwood