Microsoft Windows Azure iPad ad.

THE CHALLENGECoders hate advertising. And yet we were tasked with using advertising to communicate that Microsoft's new cloud-based development platform – Windows Azure – was designed to let creative developers work their magic in the cloud.

THE SOLUTION An ad whose code can be hacked by the coder community.

THE EXPERIENCE The reader sees a Windows Azure ad that communicates that the development platform was created for creative minds. The call to action invites readers to unleash their creative selves by tinkering with this very ad. When the users turns their tablet on its side, they see the actual code that powers the iPad ad. At this point, he/she can change all the visual elements of the ad by changing the HTML 5 code. He/she can change the background, the photography, the typography, etc. All to make the point that there's no limit to what you can do when you develop your cloud apps using the Windows Azure platform.