It started in 2017 with special requirement came from Microsoft Cloud in the middle east asking for online campaign with certain objectives : – Brand awareness – Lead generation – Cost per lead reduction After studying gulf region (target market) and studying Microsoft cloud features and values, we started to develop the main message to attract the targeted consumers to spread more about the cloud and our main direction took us to find the right message to deliver which was: “Let’s the cloud do the work, #familyfirst” we combined the emotional direction with the business aspects to save money and to have more time with your family in addition to many other features.