The MSN Butterfly Man

This campaign, created by McCann-Erickson in San Francisco, features the classic elements of strong brand communications.

Relationship stage:
This brand is in the mid-stage of its relationship with you. You recognize the brand, but you don't know all the things it can do for you. This campaign helps you become better acquainted. Further, it explains how the brand can help you as part of your everyday life.

Visual and audio symbols:
This campaign brings the brand to life as a person, personifying the brand in the form of Mr. Butterfly. Also too, the ads are distinctive and consistent from the sound signature in the TV ads to the layout and color scheme of the print campaign.

Personality:
Mr. Butterfly is a cool, easy going guy, who is genuinely concerned about you. He's honest. You can rely on him. And you feel comfortable with him as part of your family.

Interaction with the target audience:
He's helpful. He helps you solve solve problems. He helps keep you organized. You can rely on him to make your life better.