McCann London’s campaign for the Surface Pro 6 is “designed to disappear”. The unconventional poster campaign achieves this feat by existing only as shadows.
Microsoft’s new Surface Pro 6 became generally available to buy in the UK for a couple weeks, marking the first time a Surface has been offered in a matte black finish, a color which is designed to encourage creative flow. In an era when distractions abound, having the technology effectively fade into the background helps people focus only on what truly matters.
McCann London’s campaign for the Surface Pro 6 is “designed to disappear”. The unconventional poster campaign achieves this feat by existing only as shadows. The Shadow Posters mimic the format and layout of regular outdoor ads, but are an innovative twist on the medium, avoiding the loud, bright colors of normal out-of-home advertising in favor of darkness, in line with the new color and finish of the device itself.
Shadow Posters of the project steer clear of the marketing convention by showing off the new device. The posters show only the shape of the screen, because when the user really concentrates on what he wants to accomplish, and accordingly, that’s the one thing a user focuses on. Everything else seems to blend into the background, creating a bold visual statement in shadow.
The use of lighting in the seamless outdoor ads would also help to demonstrate the laptop’s matte black finish.