Spread Harmony / Peace on 5th
Holiday Campaign
Awards & Recognition
  • – TVC
  • – Social
Peace for the holidays between two old rivals.

You might have thought that Microsoft never quite got over those years of bitter back-and-forth with Apple.

Until one holiday season when a group of Microsoft employees left their store on Manhattan’s 5th Avenue to sing a carol with their rivals down the street.

Amid contentious politics, terrorist incidents and other weighty concerns, consumers were in no mood for competitive rancor. So minding previous successful holiday brand campaigns that featured retooled holiday classics, we played it straight. Our inspiration was the famous 1914 WWI Christmas truce, where Allied troops and German soldiers left their trenches to sing songs of peace with one other on the battlefield. By crossing the no-man’s-land of 5th Avenue, Microsoft’s campaign of goodwill and harmony earned unprecedented media coverage and social engagement.

Watch the Peace on 5th TV Spot
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See the Peace on 5th Case Study
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Look Behind the Scenes at the Making of Peace on 5th
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