Microsoft Surface & NFL

Anything but a typical
NFL campaign

Integrated Campaign
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Going beyond the field for an integrated Surface campaign

In 2019, Microsoft Surface unveiled a new campaign line: “Anything But Ordinary.” Our job? Create an integrated brand partnership campaign featuring JuJu Smith-Schuster, Travis Kelce, Von Miller, Marshawn Lynch, and Myles Garrett that showcases what makes each player truly extraordinary on and off the field.

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Content with breakout potential

These NFL superstars are more than just athletes. The campaign highlighted what makes them “Anything But Ordinary”—from passions to personalities to business enterprises—and how Surface helps power that originality. The campaign itself was out of the ordinary too, coming to life as long- and short-form video, GIFs, a TikTok challenge, a side-scrolling video game, and even on the streets of Miami for Super Bowl 54.

Experiential
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Surface takes center stage

The campaign also included the first-ever Anything But Ordinary Player of the Year award, given to the player who went above and beyond on and off the field. The award was given out live at the annual NFL Honors award show during Super Bowl week. Fans also got a chance to get into award-giving fun by tweeting thier votes for the NFL’s most extraordinary teams and players.

Watch the Outrush Ordinary case study

Digital Retail Support | Fan Engagement | Event Design Support
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Calling the perfect coverage

Anything but Ordinary was no "film-it-and-forget-it" campaign. In addition to loads of video content, the campaign came was supported with a huge range of assets across numberous channels. Anything But Ordinary came to life in digital display ads for 31 NFL teams, as well OOH experiences in Times Square and LA Live. Retail was covered with online and in-store promotional assets. Fan engagement? Triple covered, with interactive experiences like a fan voting website, videogame, and Anything But Ordinary-wrapped Piaggios on the streets of Miami.