Title | SHADOW POSTERS |
Brand | MICROSOFT |
Product/Service | SURFACE PRO 6 MATTE BLACK |
Category |
E01. Standard Sites |
Entrant
|
McCANN LONDON, UNITED KINGDOM
|
Idea Creation
|
McCANN LONDON, UNITED KINGDOM
|
Production
|
McCANN LONDON, UNITED KINGDOM
|
Credits
Rob Doubal |
McCann London |
Co-President and Chief Creative Officer |
Laurence Thomson |
McCann London |
Co-President and Chief Creative Officer |
Sanjiv Mistry |
McCann London |
Executive Creative Director |
Jamie Mietz |
McCann London |
Executive Creative Director |
Jacob Björdal |
McCann London |
Art Director |
Jim Nilsson |
McCann London |
Copywriter |
Sergio Lopez |
Craft/McCann |
Chief Production Officer EMEA |
Sophie Chapman-Andrews |
Craft/McCann |
Executive Producer |
Daniel Källberg |
Craft/McCann |
Producer |
Tom Adamson |
McCann London |
Business Director |
Nicole Spaude |
McCann London |
Senior Account Director |
Rohin Lalli |
McCann London |
Senior Account Manager |
Robert Stockton |
McCann London |
Senior Account Manager |
Sophie Grierson |
McCann London |
Account Manager |
Clare Prager |
McCann London |
Project Director |
Anna Curtis |
McCann London |
Project Manager |
Matthew Thomas |
McCann London |
Designer |
Angelika Juszczyk |
McCann London |
Creative Artworker |
Joshua Smith |
McCann London |
Junior Designer |
Ellis Faint |
Craft/McCann |
Post-production |
Adele Hodges |
Craft/McCann |
Post-production |
Paul Jenkinson, Stefano Scalise and Paul Fitzpatrick |
Craft/McCann |
Post-production |
John Martin |
Craft/McCann |
Post-production |
Ben Twiston-Davies |
Craft/McCann |
Self-shooting Director |
Jeremy Reichman |
Craft/McCann |
Post-production |
Harvey Winter |
Craft/McCann |
Post-production |
Brian Hill |
Freelance |
Photographer |
Ben McIlveen |
Craft/McCann |
Post-production |
Giselle Hall |
Craft/McCann |
Post-production |
Write a short summary of what happens in the ambient or digital execution or campaign.
To launch the new matte black Surface Pro 6, we created a series of posters that are designed to disappear – just like the product they are promoting.
As opposed to traditional bright and flashy posters, these posters existed only as shadows – thus reinventing the medium itself.
Instead of fully revealing the product, these posters were designed to convey an experience of flow – the sense that everything disappears into the background and you only focus on what’s on the screen.
By using shadows as a medium, the posters could appear across a range of surfaces. Every surface essentially became a new artwork – from traditional brick walls to interesting street art murals.