COMPOSITION (MICROSOFT) ACTIVITY 4.1 - 4.3

The main aim of this particular CRAFT activity was to easily take 10 different pay off lines and create a new ad campaign for each based off the existing pay-off lines... those chosen by me were as follows.

Coca Cola - Open Happiness

Sprite - Obey Your Thirst

Mamelodi Sundowns - Sky Is The Limit

Allan Gray - Building Long Term Wealth For Our Clients

Huawei - Make It Possible

Volkswagen - Think Small

Kodak -  Share Moments, Share Life

McDonalds - I'm Loving It

Apple - Think Different

Microsoft -  Leading The Future 

... upon choosing my top 10 pay off lines, I focused primarily on the Microsoft brand slogan as this is the one that stood out most when I shared it with peers. Essentially, the main objectibve of this activity was to find creative ways to refine an existing brand and its brand message.

A brand such as Microsoft is known to be a thought leader for the tech world, for students, professionals and to a larger extent- corporations and big business.

As Microsoft claims to be LEADING THE FUTURE, I felt that it was quite imperative to play on the notion that Microsoft is a brand reserved for all those who wish to do more, be more, be better etc. In this... the idea of dissatisfaction is what lead me to the conceptual-strategic-creative approach of recreating the Microsoft's tagline, into a more recent- relevant brand message. 

To appeal to the professional- articulate market, I looked up some ideas of previous Microsoft campaigns, one of which is the BE WHAT'S NEXT campaign, which quite frankly... assisted greatly in developing my refined brand message.

https://www.youtube.com/watch?v=ZTKqjy-P2J4&t=1s

In essence, I was sure to keep the CRAFT activity approach plain and simple, less writing, drafting and scamping… and more thinking and mentally visualizing and ideating the creative ad campaign. 

I've learnt to take existing brand messages, and alter them slightly according to the way in which I would have liked to redirect the focus.