Smyle Toothpaste Turns Microsoft's Worldwide Crash into Free Samples

On Friday 19th July 2024, the world went into panic mode when US cybersecurity firm CrowdStrike released an update of their protection software, which conflicted with Microsoft’s Windows operating system, rendering devices inoperable. The consequences of the IT outage that impacted 8.5 million Windows devices, were predictable given that virtually every large organisation in the world uses Microsoft Windows including airports. Thousands of flights were grounded, financial services disrupted, and hospital systems halted.

Fitzroy Amsterdam agency reacted with impressive speed to seize the moment for a topical brand activation response of offering stranded airport passengers some respite from their plight.

The inspiration of the creative initiative executive creative director Mischa Schreuder revealed, was the ‘bad taste in their mouths’ people were left with when viewing the blue screens of Friday’s Windows breakdown. "Subsequently, on Saturday we had sample teams at Airport, central station etc, who gave people their ‘smyle' back. Free samples of Smyle Toothpaste”.

Fortunately, fixing the CrowdStrike mistake caused by human error, turned out to be straightforward, but travel agents warned recently, that there was still a global backlog of flights that will take airlines up to week or more to clear.