Anything But Ordinary
To mark the global launch of Microsoft’s next generation of Surface device, Maverick was tasked with rolling out an innovative, integrated campaign for Australia and New Zealand.
Executed through digital channels, social, PR and experiential events, the Anything But Ordinary campaign gave competition winners the once-in-a-lifetime experience of travelling to remote and usually inaccessible locations. Winners visited New Zealand’s Fox Glacier, Western Australia’s remote Wolfe Creek Crater and the salt flats of Lake Gairdner in South Australia, which provided spectacular backdrops for the creation of additional campaign content. More than 20 pieces of media coverage achieved editorial reach of around 31.4 million.