OS orchestration
the Microsoft marketing offensive

A wide acceptance of Windows 8 will determine if we will all benefit from a more efficient and elegant business conduct.

Today Microsoft is an outlier in a world of emerging technologies dominated by Apple.

To launch its latest OS, Microsoft hired more design and marketing talent than most companies could fathom.

Wolff Olins coordinates the rebranding, the new logo was done by Pentragram, Crispin Porter + Bogusky did the tv ads and R/GA the digital ads.


But will it dissolve in behavior?

(Japanese product designer Naoto Fukasawa has observed that the best designs are those that “dissolve in behavior,”)

The short answer: Yes, in refractory behavior.

An occasion of the very first line up of Microsoft billboards on a train ride to town made it obvious:

The outdoor ads won’t invoke the excitement I felt when I discovered Andrew Kim’s unsolicited proposition, even though I was late with it.


Advertising must be an enabler of discovery on behalf of the people.

Much like the love of our life, we happen to discover the right person in our own rights and to make this work, the parent may not arrange for it to happen..

With people becoming increasingly more sophisticated and diverse, advertising must find a way to allow for the people to make their own discoveries.

Top down orchestration is a relict of a past we need to leave behind.

Andrew Kim’s design demonstrated a passage to integrated marketing beyond the vision of Wolff Olins and the agencies inclined to follow the lead.

We’ll know soon enough if the world is ready to upgrade to Windows 8.


Get the inside story from Mark Wilson.

Come tomorrow we’ll know if the world is ready for a generally more sophisticated UX.