The campaign was specifically meant to build the brand for 2008 Office for Mac as a new product in a suite of services from an already established company like Microsoft. In order to do this, Media Two’s design was geared particularly toward Mac users, who are traditionally a diverse and creative crowd, as Macs are generally used for art and design work among many others.
The other main goal for the campaign was to appeal to a global audience. Mac Office’s existing messaging was mostly U.S.-focused, but they wanted Office for Mac to be branded on a global scale, so the site design was specifically developed to be comprehensible by an international audience.
