Microsoft's approach to digital storytelling
Stephen WhitesideWarc
Earlier this year, Microsoft's "Make What's Next" program hinted at the future of marketing by mixing a progressive message with immersive storytelling and a digital-only distribution model.
The primary piece of tentpole content supporting this campaign – released to coincide with International Women's Day 2016 – identified an underlying bias in the US education system. More specifically, a male-dominated curriculum meant that most girls aged between seven and 15-years-old could name a Thomas Edison or a Benjamin Franklin, but struggled to think of a technological pioneer of their own gender.
"We asked...