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.
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
Edit Company: Rock Paper Scissors
Editor: Damion Clayton
Executive Producer: Eve Kornblum
Producer: Charlyn Derrick
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