Microsoft #MakeWhatsNext: Change the Odds

  • EMOTION INTO ACTION SCORE 81.93
  • YEAR 2017
  • Parent company Microsoft
  • AGENCY m:united/McCann
  • CATEGORYTechnology
  • REGION North America
  • COUNTRY United States
  • MEDIUM Digital

Our Opinion

A campaigning brand purpose ad from Microsoft which asks girls about their scientific ambitions then confronts them with the statistical truth that most girls drop out of STEM subjects. The girls are outraged and doubly determined. Behavioural scientists might be horrified at the methods – mentioning a norm reinforces it rather than fighting it. But emotionally, the ad works, becoming a 4-Star success.