Intel: Intel

Credits & Description:

Brand INTEL
Entrant INTEL CORPORATION SANTA CLARA
INTEL CORPORATION Santa Clara, USA Entrant Company
INTEL CORPORATION Santa Clara, USA Idea Creation
INTEL CORPORATION Santa Clara, USA Production
INTEL CORPORATION Santa Clara, USA PR
INTEL CORPORATION Santa Clara, USA Media Placement
Steven Fund Intel Chief Marketing Officer
Aicha Evans Intel Chief Strategy Officer
Teresa Herd Intel VP, Global Creative Director
Julie Coppernoll Intel Corporate Vice President, Business Group Marketing
Stephanie Joukoff Intel Marketing Director, Olympics
Kari Lemiere Intel Program Manager, Olympics
Anil Nanduri Intel VP and General Manager, Intel Drones Group
Natalie Cheung Intel GM, Drone Light Shows
Madeleine Ong Intel Product Manager, Drone Light Shows
Bryan Deaner Intel Marketing Director, NTG
Daniel Gurdan Intel Sr Principal Engineer, Drones
Rachel Padgett Intel Marketing Strategist, Drones
Chidambaram Shankar Intel Sr Director, Drones Engineer
Tapio Liusvaara Intel Principal Engineer, Drones
Tobias Gurdan Intel Software Development Engineer, Drones
Martin Moerth Intel Innovations Engineer, Drones
Ketan Bhat Intel Sr Director, Drones Program Management
Martin Stobbe Intel Mechanical Lead Engineer, Drones
Fabian Oberndorfer Intel Mechanical Engineer, Drones
Timothy Heath Intel Animator, Drone Light Shows
Andreas Jalsovec (Aga) Intel Animator, Drone Light Shows
Tobias Lang Intel Systems Engineer, Drones
Clay Coleman Intel Logistics & Shipping, Drone Light Shows
Seiji Nair Intel Show Operations, Drone Light Shows
Jimmy Micali Intel Manufacturing and Supply Chain, Drones
Saku Lahti Intel Principal Engineer, Drones
Hannu Rajalin Intel RF Engineer, Drones
Esa Saunamaki Intel Electronics Engineer, Drones
Isaac Kuke Intel Mechanical Engineer, Drones
Justin Rosen Shoair Director of Global Sales & Field Services
Synopsis
A fleet of 1,200 Intel Shooting Star drones took flight to illuminate the Opening Ceremony, creating mesmerizing, volumetric formations - like a dove, a snowboarder grabbing air, and finally ending with the iconic Olympic Rings. Post-ceremony, smaller light shows decorated a half-dozen nightly medal ceremonies throughout the games, culminating with a grand finale flight during the Closing Ceremony featuring the 2018 mascot, Soohorang, and the PyeongChang 2018 logo.
Outcome
The Opening Ceremony drone light show and additional coverage garnered over 12 billion earned media impressions in under 12 hours, including credit from Mike Tirico and Katie Couric during the live broadcast, interviews with key Drone Team members on NBC and Good Morning America, and the front page of the New York Post. It helped Intel garner more than double the social mentions during the Olympics than any other sponsor, shifting the world’s perception of Intel from the maker of chips to the enabler of experiences.
Execution
A fleet of 1,200 Intel Shooting Star drones took flight to illuminate the Opening Ceremony, creating mesmerizing, volumetric formations - like a dove, a snowboarder, and the iconic Olympic Rings. Post-ceremony, smaller light shows decorated a half-dozen medal ceremonies throughout the games, culminating with a grand finale flight during the Closing Ceremony featuring the 2018 mascot and the PyeongChang 2018 logo.
Each lightweight drone is equipped with LEDs capable of emitting 4 billion color combinations. Geographic landscapes are reconstructed in Autodesk to visualize the design and scale of animations against target topography. The drones are controlled by a single pilot using Intel’s proprietary flight-planning software.
Multiple tests and shoots were completed over eleven nights to complete all animations. Harsh weather conditions impacted battery life and high winds grounded flight attempts, but the Intel Drone Team persevered to deliver an innovative entertainment experience, setting a Guinness World Record in the process.
Campaign Description
Intel staged its most ambitious drone light show to date to illuminate the Opening Ceremony of the 2018 Winter Olympics in PyeongChang, South Korea. Over 1,200 Intel Shooting Star drones flew in formation, setting a Guinness World Record in the process.