February 16, 2010
THE CHEMISTRY PROJECT
THE CHALLENGE: To develop a meaningful relationship between strange bedfellows Microsoft and Apple, and to drive demand for Office X – Microsoft’s new and improved suite of productivity tools for the Mac OS X operating system.
THE SITUATION: Mac’s OS X is a quantum leap forward – one which even diehard Apple devotees have been slow to accept. Its momentum has depended on partner companies developing and designing specialized software for it. Microsoft was one of the first. Mac users need to know that the partnership between Microsoft and Apple is positive and powerful.
THE ESSENTIAL TRUTH:
The truth is… iPrimate developed a creatively driven, Mac-inspired website (sponsored and produced by Microsoft) that explores the chemistry between the two companies, and shows how their products work so well together. It does so by featuring some canny, quirky articles that celebrate some of the unique, Canadian creative businesspeople who love running Microsoft on their Macs – like Steve Podborski, Louis Fishauf, and Barbie’s Basement Jewellery!
This was the basic brand identity:
Here is a screen shot:
Here’s a wild posting, intended to get some viral ‘buzz’ happening:
And, here’s a theme song! Entitled ‘Just A Little Irreverent’, it’s guaranteed to put you in a Microsoft/Mac frame of mind: Just a Little Irreverent