As the central branding message surrounding the entire company, Microsoft’s 2014 (and still ongoing) multimedia campaign and its tonal stage-setting relies on the narrative implications of a single word: ‘Empower’. Thus, the campaign can be perceived as a hybrid brand establishment attempt by Microsoft, in solidifying its name and association within a worldwide humanitarian, innovative enterprising and creative paradigm. As one of the most recognisable brands in the world, Microsoft’s popular public image is a global but impersonal one.
Desire is an individualistic emotional construct that can almost ironically be considered the direct sibling of society-binding cultural norms, that indoctrinates individuals into adopting a collective mindset that does not stray far from the ‘normal’. What society deems desirable; however logical, the individual must desire as well. Individuals are constantly affected by the sometimes silent, but always prevalent pressures to buy, reshape and realign themselves back into the collective, popular narrative.
News Re-gag: August Premiere For New Shinkai Film
The renowned director’s newest film, Kimi no Na wa | Your Name, will be debuting August 2016, featuring staff including Movie Director Shunji Iwai (Hana to Alice: Satsujin Jiken) and main casts, Ryuunosuke Kamiki and Moka Kamishiraishi.
Tagline of the key visual: I am searching for you, whom I have never met yet.