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Microsoft - Ministry of Culture

Microsoft

Personal

Challenge/Question

Microsoft is inherently associated with the term PC, or Personal Computing, but the brand has never truly taken possession of what “personal” means in this context. We were asked to create an ethnographic film looking at what “personal” (versus personalized) means to consumers, and why.

Methodologies

Ethnography

Insight

The film served as a thoughtstarter, helping internal teams and global agencies find opportunities for design innovation and strategic comms

All proprietary insights removed.