Senior Copywriter
Bing Global Campaign
Creative
Brand Marketing
Background
To introduce Bing to the world, we had to convince people that a list of blue links wasn’t the only way to search. There was a better way to make decisions.
Trapped in Google's shadow, Bing needed to give people a reason to use its services and break some deeply entrenched user habits. So instead of competing on blue links, we positioned Bing as a decision engine that delivered the answers you wanted without all the searching. To bring it to life, our global launch campaign showed the zombie-like habit of searching was over, it was time for a decision engine. In just two years we went from 8.4% market share to 14.7% and overtook Yahoo for second place.
World Cup Sponsorship
World Cup Sponsorship
Creating a world of drama-free decision-making.
To show how Bing takes the drama out of decision-making, we spoofed the most dramatic genre on television, the telenovela. These episodic spots were shot entirely in Spanish and launched to a global audience during the World Cup.
Bing Mobile
Bing Mobile
Big drama for the big screen.
We were introducing Bing Mobile, a Bing you can take anywhere. For our big screen cinema debut, we amped up the stakes and payed homage to classic movies to show what could have been if our heroes had only had Bing Mobile.
More Work
More Work
Senior Copywriter
Bing Global Campaign
Creative
Brand Marketing
Background
To introduce Bing to the world, we had to convince people that a list of blue links wasn’t the only way to search. There was a better way to make decisions.
Trapped in Google's shadow, Bing needed to give people a reason to use its services and break some deeply entrenched user habits. So instead of competing on blue links, we positioned Bing as a decision engine that delivered the answers you wanted without all the searching. To bring it to life, our global launch campaign showed the zombie-like habit of searching was over, it was time for a decision engine. In just two years we went from 8.4% market share to 14.7% and overtook Yahoo for second place.
World Cup Sponsorship
Creating a world of drama-free decision-making.
To show how Bing takes the drama out of decision-making, we spoofed the most dramatic genre on television, the telenovela. These episodic spots were shot entirely in Spanish and launched to a global audience during the World Cup.
Bing Mobile
Big drama for the big screen.
We were introducing Bing Mobile, a Bing you can take anywhere. For our big screen cinema debut, we amped up the stakes and payed homage to classic movies to show what could have been if our heroes had only had Bing Mobile.
More Work
Senior Copywriter
Bing Global Campaign
Creative
Brand Marketing
Background
To introduce Bing to the world, we had to convince people that a list of blue links wasn’t the only way to search. There was a better way to make decisions.
Trapped in Google's shadow, Bing needed to give people a reason to use its services and break some deeply entrenched user habits. So instead of competing on blue links, we positioned Bing as a decision engine that delivered the answers you wanted without all the searching. To bring it to life, our global launch campaign showed the zombie-like habit of searching was over, it was time for a decision engine. In just two years we went from 8.4% market share to 14.7% and overtook Yahoo for second place.
World Cup Sponsorship
Creating a world of drama-free decision-making.
To show how Bing takes the drama out of decision-making, we spoofed the most dramatic genre on television, the telenovela. These episodic spots were shot entirely in Spanish and launched to a global audience during the World Cup.
Bing Mobile
Big drama for the big screen.
We were introducing Bing Mobile, a Bing you can take anywhere. For our big screen cinema debut, we amped up the stakes and payed homage to classic movies to show what could have been if our heroes had only had Bing Mobile.
More Work