Microsoft's brief was to get creators at the festival to physically experience Surface products, creating an introduction that would make them fall in love.
The Pencil Shaving Awards
Everyone knows that a D&AD Pencil is one of the most coveted awards in the creative industry. Meanwhile, the expanded D&AD Festival, the climax of D&AD Awards’ annual cycle, serves as a powerful showcase for creators, thought leaders and ideas sharing. The creative solution was inspired by these two insights.
A competition was devised for D&AD Festival delegates to have a piece of work they created at the event judged by D&AD standards. The best work each day was rewarded with a specially designed trophy they could take home: the Pencil Shaving. The challenge to delegates was to create a piece of work representing creative excellence, which had to tie in with a different D&AD Festival theme each day.
All submissions were completed on a Microsoft Surface device at a Microsoft Creative Studio on site. Entrants could have work printed on A3 stock courtesy of Canon, and rolled and fitted into a branded poster tube. At the end of each day, a D&AD Awards jury member judged the day’s work and selected a winner. On-site presence for Microsoft Surface also included an exhibition of D&AD Award-winning work featured on the Microsoft Surface Prop 4 and Surface Book.
Over the three days of the D&AD Festival, 140 pieces of work were created for Microsoft Surface’s Pencil Shaving challenge resulting in 118 submissions.
There were 762 visits to the Microsoft Creative Studio and an average dwell time of 24 minutes on a Surface device. When asked, all commented on the Surface’s sleek and lightweight design.
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