#GearUp for Back to School

Summer moments are fleeting as students gear up for school



About this Project

Before students return to school in the fall, everyone has a summer ritual: spending every last moment out in the sun, farewell dinners with close friends, shopping for necessities, and for many, leaving the comforts of home for the first time.

For Microsoft’s Back to School season, two social campaigns captured the attention of a very busy audience: in #GearUp, striking black & white photography (captured by profoundly talented photographer Chris Burkard) crystalized those last summer moments in time, using a diary-inspired theme.

In #8WordEssays, images were posted to Microsoft’s Twitter page, where fans were asked to interpret the meaning of each image and write a microsized “8 Word Essay” on what they saw or felt, with the winners receiving a prize. Even a busy student couldn’t turn down an assignment that easy.

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About This Project