Microsoft and m:united End 2016 on a Positive Note with the ‘Art of Harmony’

By Erik Oster 

So how much did 2016 suck for you??

Fear not, as McCann’s m:united launched a holiday campaign for Microsoft with a new spot entitled “Art of Harmony.”

The spot aims to say goodbye to 2016 and the air of negativity surrounding this crappy year with a positive note. “Art of Harmony” features a cast of real people with inspiring stories, such as child activist Zianna Oliphant, Florida “basketball cop” Bobby White, transgender youth activist Jazz Jennings, Migrant Offshore Aid Station founder Christopher Catrambone and Muslim American activist Mona Haydar.

The spot touches on each of these individuals’ uplifting stories, and others, before uniting them at a New York event and concluding with the message, “When the world seems divided, coming together can be a beautiful thing” and the tagline “spread harmony.”

The spot makes its broadcast debut in a 60-second version today and will run on networks including ABC, NBC and Fox, supported by a social media initiative including a Facebook Badge with the “Spread Harmony” message, as well as OOH executions. Globally, the campaign will run online and on social media, including in the U.K., Germany and France. Last year’s “Spread Harmony” campaign ran globally in around 90 countries.

This year’s campaign continues the feel-good theme of that effort, which saw Microsoft employees extending an olive branch to Apple and singing “Let There Be Peace On Earth” at Apple’s flagship 5th avenue Manhattan location.

Client: Microsoft:
Kathleen Hall – CVP, Global Advertising & Media
Deana Singleton – GM, Global Advertising
Stacey Terrien – Director, Global Advertising
Jenny Leahy – Director, Social
Erin Friedman – Director, Global Advertising
Dawn Novak – Senior Manager, Global Advertising
Ashley Anderson – Manager, Global Advertising
Sally Richardson – Manager, Social

Agency: m:united//McCann
Sean Bryan – Co-CCO
Tom Murphy – Co-CCO
Daniela Vojta –Executive Creative Director
Susan Young –Executive Creative Director
Jim Hord –Executive Creative Director
Daniel Kim – Creative Director
Todd Brown – Creative Director
Chris McMurtrey –Creative Director
Scott Higgins –  Creative Director
Roberto Baibich – Creative Director
Nick Ciomperlik – Associate Creative Director
Susann Goerg – Associate Creative Director
David Cappolino – Copywriter
Julie Koong – Art Director
Alicia Foor – Art Director
David Cliff – Director of Creative Technology
Aaron Kovan –Director of Integrated Production
Jeremy Adirim – Director of Interactive Production
Melissa Tifrere –Senior Producer
Mel Senecal – Senior Producer
Rebecca Magner – Producer
Charlotte Popper – Interactive Producer
Eric Johnson – Executive Integrated Music Producer
Sam Belkin – Music Coordinator

John Dunleavy – President
Kevin Nelson – Managing Director
Tina Galley – Executive Account Director
Michelle Kiely –Director of Strategy
Sarah Keiber – Group Account Director
Stella Warkman –Director of Project Management
Todd Sussman – Group Strategy Director
Courtney LeBlanc – Account Director
Maria Villena – Account Executive
Ellie Choi – Account Executive
Alex Cho – Account Executive
Jessica La Torre – Project Manager

Production Company: RSA Films
Director: Jake Scott
Producer: David Mitchell
Director of Photography: Chris Soos
1 st A.D.: Howell Caldwell
Line Producer: Jason Groves

Editorial: Rock Paper Scissors
Editor: Biff Butler
Assistant Editor: Mike Shugarmen
Executive Producer: Eva Kornblum
Producer: Lisa Barnable

Finishing/VFX: The Mill
Executive Producer: Melanie Wickham
Producer: Katie Kolombatovich
Lead Flame Artist: Barnsely Wood

“Beauty in the World” by  Macy Grey

Audio Mix: Sonic Union
Mixers: Mike Marinelli
Sound Director: Justine Cortale

Color: The Mill
Fregus Mccall