Robert Downey Jr. Delivers Real Bionic Arm

Christopher Nook by Christopher Nook

Robert Downey Jr. and Albert Manero, a #CollectiveProject student who founded Limbitless, surprised a very special child with a new bionic 3D printed arm at no cost to the family.

The Collective Project

Tasked with increasing awareness and engagement for Microsoft OneNote, we set out to inspire a student audience by showing them how the note taking software could benefit their lifestyle.

To do this, we fostered an emotional connection before driving to product downloads. OneNote chose organic social and events to DO stories instead of just telling them, giving the campaign a better chance of fostering engagement with millennial students. Expressed primarily through documentary-style video content, the campaign showcases Microsoft’s dedication to positive change, telling a brand story in lieu of a conventional advertising campaign.

The video above highlights the best of the 200 pieces of content we created for social. Our unscripted video featuring Robert Downey Jr. that you can view here, has reached over 50 million views with two billion impressions, giving unprecedented exposure to OneNote and the students’ projects alike.