Brief: Microsoft was struggling to recruit the top 2% of students, losing them to hipper startups Google and Apple.

Solution: We came up with a simple, humanizing line, “Hey, Genius. We want you.” This personal tone, combined with non-conventional tactics, created a disruptive and engaging campaign which got students to think a little differently about working there.

We started with over 70 personalized websites, print ads, sandwich boards and songs to get their attention. Then we created a Genius website, over 30 viral videos, Facebook apps, a jobcuzzi that traveled campus to campus offering the "world's most relaxing job interview," rickshaw rides, mind massages, and even laundry detergent. ‘Cause being so genius can make you work up a sweat.

Results: The Hey Genius campaign was so successful it ran for three years on over 45 campuses, was featured in Business Week, AdAge and Inc. Magazine, and most importantly, recruitment shot up over 25%.