2014 Winners & Shortlists

The Brief

Microsoft basically invented the perfect PC operating system when it released Windows XP in 2001. At its peak, Windows XP was running on 70% of the world's 1.1 billion PCs, making it the most popular operating system of all time. In fact, 12 years after its release, it's still being used by 75% of Windows enterprise customers. So Microsoft decided to end all support for Windows XP. We needed to target CEOs, warning them of the dangers their 100 million dollar companies would face running an outdated operating system.

Creative Execution

With CEOs now watching over every dollar going out, and therefore playing a more active role in the investment of IT, the Pit-Patch Pack was designed specifically for them, and not the CIOs, who had been the target in the past. The Pit-Patch Pack’s amusing tone and stylish design caught the attention of CEOs, getting them to start the conversation of upgrading their IT department, rather than the other way around.

Describe the creative solution to the brief/objective.

However, we didn't want to see any poor CEO sweat, running 100 million dollar companies with unprotected software. The poor guys have enough on their plate as it is, so they were sent the Pit-Patch Pack. Beautifully crafted patches sweat-proof fabric, to be sewn into the outer underarm of the shirt, to prevent the deep, penetrating wet-pit marks that only CEO-level stress can cause.

Results

Our target was over 70 Enterprises. Entailing over 1m PCs. We helped reduce the number running on Windows XP by 45%.