• by Larissa Faw , September 13, 2016

With the rumored forthcoming announcement by Microsoft that it is discontinuing Microsoft Paint, Grolsch, an SAB Miller beer, and its agency Wunderman Phantasia decided to pay homage to the 20-year old software in a new campaign.

“Unconventional by Tradition” uses Paint 95 exclusively to design and illustrate all of the digital assets for the campaign. Peruvian artist Xomatok created 12 unique illustrations using an old PC computer as a way to take viewers back two decades into the software’s prime.

Other major urban artists involved with this project include Elliot Tupac, Orlando Aquije and Samuel Gutierrez. 

The campaign resurrects such iconic images as a Hitchcock-inspired digital billboard, an Andy Warhol banner and a man emulating Freddie Mercury in a striking disco pose. 

Individual illustrations will be released weekly online and all of the original files will be available for fans and followers to download and customize in Paint. While the campaign is intended for Peru, given the widely used and recognized Paint component, the creators believe that the images will resonate globally.