Cannes CyberLions Winners 2007: MSN The Handshake Company


HandShake / 铜狮奖Bronze Lion, 由日本的 HAKUHODO (博报堂) 为 Microsoft MSN制作的线上创意广告.

The Handshake Company (MSN握手公司) 是一个让网友主动参与的Web2.0行销活动.

运用十分简洁的画面, 呈现了可爱的创意和温暖的主题. 它提供给人们 “握手” 的机会, 将人们初次相互接触的感受串联在一起. 一方面网友可以到 “握手公司” 网站, 成为其雇员, 再跑到各个工作地点 (不同的网站) 和陌生人 “握手”. 另一方面, 网友亦可将自己的部落格加入 MSN 的横幅广告, 设置成 Handshake 公司的 “工作地点”, 让 “雇员” 可以在这些 Blog 上和其他网友 “握手”. 游戏规则简单至极: 透过网络向你不认识的人, 伸出手握紧, 作为表示友爱和合作的象征.

温暖的活动创意不但传达了 MSN 的品牌与服务形象: 在网路世界里串联彼此, 提供跨越隔阂、实现真诚沟通的网路交流平台; 更可藉由此类型活动, 吸引更多网站嵌入 MSN 服务, 增加网友浏览兴趣与粘度, 让MSN有机会收集更丰富、完整的浏览行为资料, 分析其潜在偏好, 后续发展更多切合目标族群喜好的延伸服务.

体验 HANDSHAKE: http://handshake.tfc-i.com/enter.html

Title: HANDSHAKE
Advertiser/Client: Microsoft
Product/Service: MSN (INTERNET PORTAL SERVICE)
Entrant Company, City: HAKUHODO, Tokyo
Advertising/Web Design Agency, City: HAKUHODO, Tokyo
2nd Advertising/Web Design Agency, City: TOHOKSHINSHA FILM CORPORATION, Tokyo

Credit Details:
Chief Creative Director: Masaaki Fukuoka
Chief Producer: Tohokushinya Film Corporation/Yosuke Minamizaki
Assistant Producer: Thokushinsya Film Corporation/Mariko Watanabe
Director: Tohokushinsya Film Corporation/Yoshihiro Matsuoka
Creative Director: Imaginative/Yuji Mizuto
Designer: Imaginative/Yosuke Fukasawa
Media Architect: Microsoft/Yukinori Nakayama
Producer: Noboru Inoue

The MSN HANDSHAKE SYNDICATE is a consumer generated, peace&friendship campaign for MSN. It offers people chances to handshake and to syndicate the experience of the touching feeling when people first get through to each other. The rule is simple; to stand up and offer your hand to people you don’t even know. As handshaking symbolises the act of affection and cooperation, the campaign aims to empower the brand of MSN by independently showing that the Internet can actually be a help in undertaking a part of the difficult task for world peace and friendship between the nations.


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