The Brief

With Windows 7 support coming to an end, Microsoft needed to encourage UK primary and secondary schools to upgrade to Windows 10. But this wasn't about pushing features, it was about showing the real difference the switch could make in classrooms.

The Thinking

A hard sell wasn't going to land. Instead, the campaign centred on peer influence: telling the story through the experiences of schools that had already upgraded. Hearing directly from leadership teams, IT managers, teachers, and even pupils, would carry more weight than any spec sheet. The content was planned to guide different audiences at every stage of the journey, from awareness to action, and built to work seamlessly across digital channels.

The Outcome

The campaign covered seven schools across the UK to capture authentic stories on camera. The result was a full campaign toolkit: 46 individual assets, from hero videos to cutdowns and social edits, ready to deploy across Microsoft's education channels. The content felt human, insightful, and on-brand, and most importantly, it helped schools see that the upgrade wasn't just necessary. It was worth it.