Get people to stop "googling it" and "Bing it" instead.

It’s a tall order. So we focused on Bing’s differentiating factors: travel, photography, social connectivity and positioned Bing as the platform about doing. A tool to find what you want to get out there and see, feel, climb, hear, dive into.

We turned that insight into a 52-day campaign where each day started with a search word. Search that word, and you unlocked tons of content from influencers, special stuff from Bing, and $$$ prizes.

That word was also really f**king pretty, thanks to handful of all-star typographers and photographers who injected an adreneline shot of inspiration into every daily post.

People didn't just want to search - they wanted to discover. And we had plenty to see.

Weekly Pin boards, crowd-sourced Spotify playlists, Instagram feeds and contests, Foursquare must-go lists (and of course Twitter and Facebook), gave fans all the ideas they needed to get out there and do.

The result? Well...we may not have outrun Google, but we did make one memorable summer totally worth it.

Concepting | Copy