| The International ANDY Awards 2013 | ||
|---|---|---|
| Consumer electronic products | Consumer Generated Content | Gold |
| Consumer electronic products | Branded Content | Gold |
| Clio Awards, 2013 | ||
| Branded Entertainment & Content | Film | Gold |
| Film | Online | Gold |
| One Show 2013 | ||
| One Show | Non-Broadcast / Online | Silver |
| One Show | Branded Content / Online | Silver |
| One Show Interactive | Social Media / Best Use of Social Media/Facebook | Bronze |
| Cannes Lions 2013 | ||
| Direct Lions | Product & Service; Other Consumer Products (including Durable Goods) | Bronze |
| Promo and Activation Lions | Product & Service; Durable Goods | Silver |
| Branded content & entertaiment lions | Branded Entertainment; Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand | Grand Prix |
| Branded content & entertaiment lions | Branded Entertainment; Best use or integration of user-generated content | Silver |
| Branded content & entertaiment lions | Branded Entertainment; Best use or integration of digital or social media | Silver |
| Branded content & entertaiment lions | Branded Entertainment; Best integrated content campaign | Gold |
| Cyber Lions | Digitally Led Integrated Campaign; Best Digitally Led Integrated Campaign | Grand Prix |
| Cyber Lions | Craft; Best Video | Silver |
| Cyber Lions | Other Digital Solutions; Community Applications | Silver |
Title "The Beauty Inside"
Agency: PEREIRA & O'DELL San Francisco, USA
Advertiser: INTEL + TOSHIBA
Chief Creative Officer: PJ Pereira (Pereira & O'Dell)
Executive Creative Director: Jaime Robinson (Pereira & O'Dell)
Creative Director: Jason Apaliski (Pereira & O'Dell)
Copywriter: Neil Ramanan (Pereira & O'Dell)
Art Director: Chaz Whitworth (Pereira & O'Dell)
Vice President Of Production: Jeff Ferro (Pereira & O'Dell)
Agency Film Producer: Elisa Moore (Pereira & O'Dell)
Senior Interactive Producer: Erin Dahlbeck Davis (Pereira & O'Dell)
Strategy Director: Justin Cox (Pereira & O'Dell)
Vice President Of Media: Josh Brandau (Pereira & O'Dell)
Media Supervisor: Dan Beer (Pereira & O'Dell)
Business Affairs Director: Xandra Ess (Pereira & O'Dell)
Vice President/Director Account Service: Gary Theut (Pereira & O'Dell)
Account Director: Henry Arlander (Pereira & O'Dell)
Director: Drake Doremus (B Reel Films)
Film Editor: Annette Davey (Independent)
Production Company: (B Reel)
Editorial Company: (Lost Planet)
Graphics: (Laundry)
Visual Effects/Online: (N Tropic)
Describe the brief from the client
Our insight was born from the intersection of consumer behaviors and a marketplace weakness. Internal Intel research showed that young people worldwide are in search of empowerment and use technology to find their way through life. Furthermore, syndicated data showed that 75% of 14-25 year old consumers view their computers as more of an entertainment device than their TV.
A competitive audit revealed that the world’s leading computer brands had yet to develop campaigns that leveraged more than basic social networking posts. With this information, we recognized an opportunity to make consumers an active participant in the marketing process.
Creative Execution
The Beauty Inside is a partnership between Intel and Toshiba. The objective was to refresh the “Intel Inside” campaign and feature the Toshiba Ultrabook as part of the life of young adults. The story of Alex, a man that wakes up every day in a different body, creates the message of “what’s inside that matters” for Intel, and the fact the character used his Ultrabook to document his daily faces gave the computer a friendly, welcome presence through the entire series.
Creative Solution to the Brief/Objective.
The Beauty Inside combined social media, audience participation and Hollywood talent to deliver a single social film experience to the entire world. We launched the trailer with an open casting call on Facebook, allowing anyone from around the world to audition to play the role of Alex. Two weeks later we launched the first of six weekly episodes, each of which incorporated auditions from our viewers. This unique creative solution helped create excitement around the new Toshiba Ultrabook, engaged millennials and helped drive brand affinity and consideration for both Intel and Toshiba.