The case study that details the scope and execution of a largely social media campaign for Microsoft’s (then) primary online products: Hotmail, Messenger and Skydrive. In this campaign, I led the Singapore team of Tonic International to win a 3-way pitch and thereafter to roll out the big idea, which was essentially to help Microsoft create a movement. We called it the Save Social Energy movement. Read more about it in this report.

Advertising Agency: Tonic International (Asia), Strategic Planner: Arnaud Verchère. Creative Director: Jef Tan / Vincent Raffray. Art Directors: Peter Walker with help from Ashraf Majiet & Keon Choo. Copywriter: Dario Cavalcanti de Albuquerque. Published: 2010