M.O.N.A

The Client

Founded in 1975, Microsoft is a pioneer and a leader in computer technology. Best known for creating the Windows operating system and Office software suite, the company has expanded into markets such as video game consoles, server and storage software, digital music players etc. and continues to pave theinformation superhighway.

The Challenge

For the launch campaign of Internet Explorer 9, the new version of its web browser, Microsoft wanted users to discover the beauty of the web through its technological advantages. Amongst the most creative interactive agencies of the world, Emakina.FR and Design is Dead were selected for their conceptual and creative skills and techniques.

The Result

Instead of a classic launch listing internet Explorer 9’s new functionalities, the team created M.O.N.A., the Museum of Never-ending Art. This arty playground demonstrates the new browser’s benefits and respects the HTML5 standards. M.O.N.A is a virtual user-generated artwork which is constantly growing and changing with everyone’s contributions by a simple “click & play”.

This project was launched in the good company of its “making of” video. Here again, instead of a dry technical tutorial on how MONA demonstrates Internet Explorer 9’s functionalities, the Emakina team opted for a fun and narrative sequence demonstrating the concept behind M.O.N.A.

One and a half months after its launch, M.O.N.A. had attracted 80.000 unique visitors who created 50.000 contributions, producing more than 120.000 pages viewed.