Microsoft Canada’s No Friend Left Behind Campaign, designed by Delvinia to promote the launch of Window’s Live Messenger for the iPhone and iPod touch, is a creative concept that highlights the critical moments when you need the expertise of the friends on your IM list the most—all while poking fun at the fact that different friends meet different needs in our daily lives.

Delvinia President Steve Mast discusses the project and the campaign strategy in the video below.