Microsoft + Intel Global B2B Campaign
2025
With Windows 10 End of Support fast approaching, Microsoft and Intel partnered with BUCK to launch a comprehensive, global marketing campaign. Our goal was simple: educate and help small and medium-sized businesses understand why upgrading to Windows 11 Pro PCs and Copilot+ PCs with Intel vPro matters, a goal the campaign achieved by driving millions of new device activations.
This multi-phased B2B campaign spanned 14 languages and produced more than 12,000 assets, including films, display ads, social media content, DOOH, podcast ads, dedicated landing pages and email marketing across both Microsoft and Intel channels, as well as their global commercial partners. Master Campaign Guidelines and Localization Guides were created to empower global partners to tailor the campaign effectively for local audiences.
The campaign proved highly successful, with over 1.2 billion campaign impressions resulting in over 2.5 million new device activations across more than 7,000 organizations and a 4pt increase in Windows 11 adoption within five months.
To ensure the BUCK level of craft was delivered at this massive scale and speed, we enlisted our Residence partners at Part and Sum and Wild, along with our friends Ditroit to bring this complex campaign to life. We can’t wait for the next one!
BUCK
Group Creative Director
Thomas Schmid
Creative Director
Alex Moulton
Executive Producer
Russell Greene
Ryan McGrath
Production Lead
Monica Lynn
Account Director
Danielle Russo
Producer
Andre Araujo
Julia Torchine
Luke Proctor
Pablo Martinez
Paul Winze
Associate Creative Director
Ana Gómez Bernaus
Art Director
Vicky Chong
Additional Art Direction
Arielle Casale
Associate Producer
Dani Ortega
Khadim Dieng
Wolfgang Schiavo
Head of Strategy
Marla Moore
Strategy Director
Surabhi Rathi
Tina Surelia
Copy Director
Dave Evans
Copywriter
Asli Zeren
Audrey Kang
Brooke Kessler
Charlie Short
Emma Howcroft
Kat Sieniuc
Katrina Schaefer
Shana Billingsley
Storyboard Artist
Tristyn Pease
Concept Artist
Fernando Utreras
Designer
Abbie Winters
Danilo Gusmão Silveira
Danni Xi
Eduardo Gooda
Haeri Cho
Jade Kuzak
Jong Lee
Joshua Harvey
Julia Chu
Julie Alter
Kate Wu
Kenni Huang
Lucas Ramos
Mindy Park
Nachei Sánchez
Noel Núñez-Caba
Vicky Chong
Yi Zheng
Yukyung Lee
Head of 2D
Mercy Lomelin
2D Animator (AE)
Dan Cantelm
Johan Eriksson
Technical Director
Ben Rohel
Head of 3D
Bill Dorais
3D Supervisor
Hogan Williams
Modeler
Daniel Barros
3D Animator
Anaël Saint-Jean-Vidal
Creative Technology Director
Cameron Browning
Lead Creative Technologist
Matt Kenefick
Head Of Post
Jose Fuentes
Editor
Cameron Kelly
Dave Conte
Assistant Editor
Mystikal Scalzi
Part & Sum
Director of Strategy
Joselyn Bickford
Director, Strategy
Cecila Bergman
Strategist
Jack Downs
Wild
Head of Tech & Business
Thomas Ragger
Managing Director
Eric Konzalman
Creative Lead
Eva Landaluce
Visual Designer
David HIdalgo
Designer
Jessica Moon
Project Manager
Amber Wimmer
Project Manager
Leandro Madeo
Design Engineer
Daniel Maslan
Developer
Domenico Vale
Developer
Kacper Gałka
Head of People & Culture
Matthias Mentasti
Ditroit
CG Production
Ambrose
Composer
Ambrose Yu
Wild Gravity
Accessibility
Microsoft
Director - Windows Commercial Marketing & GTM
Kurt Stevenson
Creative Director
Sue Boivin
Senior Producer & Project Manager
Violetta Holl
Senior Marketing Lead
Jeanette Kennedy
Content Marketing Project Manager
Aven King
Business Manager
Piper Greenwood