BMD and Microsoft Surface back the Maui dolphin cause with Viaduct mural

In September, Microsoft Surface and FCB hooked up with street artist duo BMD to showcase the utility of the tablet in allowing artists to collaborate and bring ideas to life. 

Since StopPress ran a previous story on the campaign, the pair of artists have actively been engaging with fans via the Surface Facebook page and collecting ideas with the aim of bringing one to life on a wall in the viaduct at 100 Halsey Street.

More than 500 ideas were shared with the artists over the course of the campaign, and the duo eventually settled on an entry from a Facebooker Rob Thorne. 

 “The winning concept was 55 Maui dolphins,” says Windows and Surface product marketing manager Jordanna Murray. “Maui dolphins are listed as critically endangered, and a release of a new study shows there are just 55 adult Maui dolphins left, less than half the amount recorded in 2005.”

In addition to commissioning the pair of artists to bring the concept to life, Microsoft also committed to matching every share of the BMD Surface video with $1 (to a maximum value of $25,000), which will be given to the WWF in support of the Maui dolphin cause.  

Since the launch of the campaign, the Surface Facebook has registered a 5.7 percent increase in new fans, and there were more than 1,000 comments, 9,000 likes and also over 500 shares of the content. 

And given the success of the campaign, Murray says that Microsoft is already planning “new exciting campaigns for the new year”.       


Client company: Microsoft

Windows & Surface Business Group Manager: Dean Edwards
Marketing Communications Manager: Andrew Turley
Windows & Surface Product Marketing Manager: Jordanna Murray
Marketing Communications & PR Intern: Sam Morton

Agency: FCB

Account Director: Kimberly Kastelan
Account Manager: Alisha Thomas
Digital Director: Kate Grigg
Digital Planner/Buyer: Nishita Raj
Media Manager: Hilary Barrett

Content Production: 

Director: Blake Dunlop
Music: Si Res

About Author

Comments are closed.