Integrated Media Entrant: McCann Worldgroup, San Francisco Clearification/Windows Vista

Credits
Media Type: Ambient, Digital Media, Poster & Outdoor, Print, Television/Cinema, Stand Up Comedy Tour
URL Address: www.clearification.com
Corporate Name of Client: Microsoft
Advertising Agency: McCann Worldgroup/Mekanism
Chief Creative Officers: Rob Bagot/John McNeil
Creative Director: Tommy Means (Mekanism)
Copywriters: Demetri Martin/Tommy Means (Mekanism)
Art Directors: Michael Gillette/Troy Cooper (Mekanism)
Illustrator: Michael Gillette (Mekanism)
Producers: Ed Galvez (McCann)/Stef Smith/Jason Harris/Elizabeth Morse (Mekanism)
Director: Tommy Means (Mekanism)

Basic description of the project:
McCann Worldgroup and Mekanism developed a "pre-launch" assingment for Windows Vista. The brief was "clarity", and the goal was to build awareness. We targeted "Modern Digitals", a younger, tech-savvy subset of the Windows Vista target. They are the new influencers and will shape the future of technology. The result: a modern marketing campaign featuring comedian Demetri Martin. The program includes a website featuring over four hours of original content, banners and daily puppet blogs. The campaign culminates in a one-hour Comedy Central special featuring Demetri Martin and program breaks featuring Clearification.com content.