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Microsoft Delivers Song of Peace to An Old Rival This Christmas

McCann North America, 10 months ago

m:united//McCann shares the spirit of the season in front of the Apple flagship store in New York

Microsoft Delivers Song of Peace to An Old Rival This Christmas

Traditional holiday marketing campaigns have concentrated for years on competitive messages designed to sway buyers toward their products and services. But this year, Microsoft has taken a different approach. On November 16, 2015 a group of 37 Microsoft Employees from around the country gathered in New York City at the company’s new flagship store with the intent to sing a song of peace to the world. New to NYC, they took a walk in the neighborhood and sang it in front of the Apple flagship store on 5th Avenue.

The Microsoft chorus was chosen from hundreds of auditions from around the country. These Microsoft team members – along with members of a Harlem youth choir – assembled at sunset on the plaza outside the Apple store and surprised a large crowd of shoppers, tourists and passers-by with a beautiful rendition of Jill Jackson Miller’s iconic song,  “Let There Be Peace On Earth.” Several Apple employees joined the Microsoft team in a celebration of unity and good cheer at the song’s conclusion. It was a fitting welcome to the neighborhood by Apple and a warm celebration to begin the holiday season.


The song’s message of hope and empowerment resonated strongly with the participants and crowd alike during this particularly emotional time of year.

The performance and celebration was filmed and will be made into a national television commercial as well as be distributed through Microsoft’s social and digital media channels and will play throughout the holiday season.

Joel Simon Music arranged the song, Doug Katsaros was the musical director and conducted the choir and Erich Joiner directed the filming.

Creative Agency

Chief Creative Officer: Sean Bryan and Tom Murphy

Creative Director: Roberto Baibich

Copywriter: Brett Barnett, (Jr) Elina Rudkovskaya, Scott Barrows

Art Director: Nickie Thongton, (Jr) Joo Kong

Creative Technologist: David Cliff

Group Account Director: Sarah Keiber

Executive Producer: Carolyn Johnson

Managing Director: Kevin Nelson

Producer: Mel Senecal, (Jr) Monique Fitzpatrick

Creative Agency: m:united//McCann

Strategy Director: Eldad Heilweil

Interactive Producer: Rick Segal

Executive Creative Directors: David Banta, Lew Willig

Project Manager: Stella Warkman

Director of Integrated Production: Aaron Kovan

Senior Copywriter: Chauncey Hollingsworth

Senior Art Director: Christina Ta

Account Supervisor: Courtney LeBlanc

Digital Strategy: Ryan Duffy

Music and Sound

Composer: Doug Katsaros

Creative Director: Joel Simon

Music Production: JSM Music

Producer: (Exec) Eric Johnson

Offline

Edit Company: Rock Paper Scissors

Editor: Damion Clayton

Executive Producer: Eve Kornblum

Producer: Charlyn Derrick

Production Company

Director: Erich Joiner

Executive Producer: Lori Stonebraker

Line Producer: Lindsay Skutch

Managing Director: Oliver Fuselier

Production Company: Tool of North America

Category: Computers , It, phones, Av and computers

Genre: Music performance