UM and Ensemble recently helped launch Microsoft’s Surface tablet in France.  The two Mediabrands teams generated innovative ideas to create hype among French consumers for the new product.

The campaign was bold, eye-catching and most importantly, embodied UM’s curious mindset.  The campaign utilized a long wall at an abandoned Paris metro station where trains passed through regularly but no longer stop.

On the wall, they built a repeating display which featured the word “Surface” framed in neon lights.  The displays were interspersed with large-scale mockups of the tablet.  This execution was further heightened by the creation of another large Surface display in front of the Beaubourg Museum of Modern Art in Paris, where an epic mural of the product on the ground was a “curious” art piece that drove significant buzz.