Campaign: Lost At E Minor Plugs Microsoft Surface With Co-Create Series

Campaign: Lost At E Minor Plugs Microsoft Surface With Co-Create Series

Online publisher Conversant Media has launched a content-driven partnership with Microsoft for the new Surface Pro 3 on the creative culture website Lost At E Minor.

The Co-Create Series features original content developed exclusively on the Surface Pro 3 by hand-selected Australian creators across a range of artistic disciplines. The true innovative power of the Surface Pro 3 is in the pen that opens up the ability to be creative anytime, anywhere.

The integrated campaign showcases six of Australia’s brightest creative talents – musician and artist Rod Smith (of Firekites and now North Arm), textile designer Victoria Garcia, illustrator James Jirat Patradoon, mural artist Mulga, photographer Michael Corridore, and Twitter Fail Whale creator, Yiying Lu. Each artist is producing original works exclusively for Lost At E Minor and Microsoft, solely using the Microsoft Surface Pro 3 as their creation tool.

The campaign identified individuals who care about productivity and mobility; artists seeking a powerful product that affords them access to their studio setup – anytime, anywhere.

Says Zolton Zavos, Lost At E Minor founder and publisher: “It’s a new medium for most of the artists to work with and one that will stretch their imaginations but also unlock the power of having a creative device at their finger-tips.”

Commercial manager for Conversant Media, Ben Urquhart says of the partnership: “This is the kind of campaign that was set-up for success from the outset. The original content is awe-inspiring and the social engagement results to date suggest this will be a phenomenally successful campaign across all metrics.”

Microsoft commented: “We’re excited to be able to partner with Lost At E Minor, who work with some of the most outstanding, innovative and creative Australian talent. Through the Surface Co-Create Series, the true potential of the Surface Pro 3 as a creative tool has been captured,” said Tina Flammer, surface product manager, Microsoft Australia.

All the custom content produced during the campaign will be amplified socially and will be showcased through a number of bespoke ad units, such as the media first ‘Slate unit’, to further entice the audience with the creative possibilities of the Surface Pro 3 device as a replacement for their laptop.

Beyond media and editorial, Lost At E Minor and Microsoft will host a wrap party for the conclusion of the campaign at which all the work created by the ‘Co-Creators’ will be displayed, enabling the guests to engage with the art and the device on which it was created. This space will then open for the public for a three day gallery allowing visitors to study the inspiriting work created on the Surface Pro 3 to learn more about the device as a creative tool.




Latest News

QMS Helps Brands Shine With Pride For Sydney’s Mardi Gras Festival
  • Campaigns

QMS Helps Brands Shine With Pride For Sydney’s Mardi Gras Festival

With the iconic Sydney Gay and Lesbian Mardi Gras Festival dazzling the Harbour City in recent weeks, QMS is embracing the colour, creativity and pride of Mardi Gras with a strong collection of advertisers for the annual celebration of love, equality and inclusion. QMS’ world-leading City of Sydney digital street furniture network is proudly showcasing […]

The Pistol Locks & Loads New Leadership Team
  • Advertising

The Pistol Locks & Loads New Leadership Team

Digital solutions agency, The Pistol, has announced the appointment of marketing executive Ashley Grey as one of two new Group Account Directors, along with the promotion of long-standing senior staffers, Yulia Edirisinghe and Julia Lake, as it significantly bolsters its senior leadership team. Lead image: L-R Yulia Edirisinghe, Ashley Grey, Julia Lake Grey brings nearly […]

In A League Of Its Own: NRL Season Kicks Off On Nine This Weekend
  • Media

In A League Of Its Own: NRL Season Kicks Off On Nine This Weekend

NRL on Nine is in a league of its own. With the 2024 Telstra NRL Premiership season kicking off this weekend, brands have more league to leverage across Nine’s unrivalled Total TV, Total Audio and Total Publishing assets than ever before. With more than 145 games free and live for all Australians on the 9Network […]

DoubleVerify Launches Pre-Bid ‘Made for Advertising’ Tiered Categories For Elevated Brand Suitability
  • Advertising

DoubleVerify Launches Pre-Bid ‘Made for Advertising’ Tiered Categories For Elevated Brand Suitability

DoubleVerify has unveiled its latest innovation in brand safety and suitability with the introduction of tiered “Made for Advertising” (MFA) brand suitability categories for pre-bid avoidance. This first-to-market innovation, integrated into DV Authentic Brand Suitability (ABS), complements DV’s existing post-bid offering and provides advertisers with a full spectrum solution to maximise ad effectiveness throughout the […]

Havas Wins Viatris & Uniting Property Services In Competitive Pitches
  • Advertising

Havas Wins Viatris & Uniting Property Services In Competitive Pitches

Havas Media Network has been appointed media agency of record for global pharmaceutical company Viatris and Uniting Property Services. Lead image: Virginia Hyland CEO Havas Media Network. The remits for both brands cover media strategy, planning, buying, digital performance and search, with Viatris also including retail marketing. A best-in-class global healthcare company, Viatris’ mission is […]

Fictious police desk with crime case records containing gun, blank photos, crime scene information sheet, cd roms, magnifying glass, keys, mobile phone, bullet shell and police reports.
  • Advertising

Crime Pays: Global-First IAB Australia & Neuro-Insight Proves Effectiveness Of True Crime Podcast Advertising

A global-first neuroscience research study has found that True Crime podcast content delivers advertisers’ engagement and memorability at levels known to be effective in influencing consumer decisions and changing behaviour. The Crime Pays: Guide to Understanding True Crime Podcast Audiences and Advertising Opportunities report from IAB Australia and Neuro-Insight, the world’s preeminent neuro-marketing and neuro-analytics […]

Spotlight On Sponsors: Melbourne FC Rocked By Off-Field Scandals But Partnership Portfolio Remains Solid
  • Marketing

Spotlight On Sponsors: Melbourne FC Rocked By Off-Field Scandals But Partnership Portfolio Remains Solid

It’s been a rocky few weeks inside Melbourne FC, with star Demon Joel Smith facing drug trafficking or attempted drug trafficking allegations just a week out from the season’s kick-off. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the new season. Despite a […]

“Cornerstones Of Community Strength”: CARE Spotlights Vital Role Of Women To Overcome Poverty & Recover From Conflict & Disaster
  • Campaigns

“Cornerstones Of Community Strength”: CARE Spotlights Vital Role Of Women To Overcome Poverty & Recover From Conflict & Disaster

This International Women’s Day, CARE Australia will celebrate women as global change-makers amid increasingly frequent conflicts and climate-related crises, with Ashleigh Streeter-Jones, Natalie Kyriacou OAM, and Justine Cullen spearheading the initiative as ambassadors. Lead image: Ashleigh Streeter-Jones In its third consecutive year, the ambassadors will champion CARE Australia’s Her Circle initiative, which recognises that: when […]