Bing has loads of smart search features that Google doesn’t. But getting people to switch search engines is harder than getting them to switch laundry detergents.

To get people to try Bing, we used an all-time favorite feature of users—the stunning daily background photos—as the inspiration for our campaign. With the picturesque Natural History Museum of London as the backdrop, we go inside the Bing search experience with Hollywood costume designer, Brooke Dibble.

On the day of the campaign launch, we took over the Bing homepage.