nterpublic Group�s McCann Erickson launched an ambitious 15-month, $100-million integrated consumer campaign for Microsoft Windows XP, with a tagline of "Start something." This is one of the largest and longest marketing campaigns in Windows� brand history, according to Microsoft executives. It will run in 11 countries, and more than 50 TV executions have been produced, including those customised for international markets.

The "Start something" campaign encourages people to use Windows programmes to pursue their passions, whether those are music, movies, cooking or the cosmos. The ads will show a window over people�s hearts, to demonstrate this point. In one print execution called "Curious," a schoolboy stands against a chair, with a stream of drawings emerging from the window over his heart, out in front of him, such as astronauts, birds, animals and books. "Start something curious," the copy reads. "Start discovering lost cities. Learning new languages. Mastering equations. Making scale models. Amazing your teachers. Start feeding your brain."... more