Increase Intel’s relevance among global youth. As an ingredient brand Intel struggle to be seen as relevant and needed to build its own emotional connection with young consumers due to their buying power and strong influence over the technology purchasing decisions of households.
VICE took the brand from inside of computers and put it inside of culture by building a platform, The Creators Project. The platform supports artists across multiple disciplines who use technology in innovative ways to push the boundaries of creative expression.
Intel’s core technology offering facilitates and enables creativity, the platform is celebration of creativity driven by technology, giving both authentic and powerful brand value attribution.
The platform spans touch-points, a dedicated media channel, original videos, massive experiential events, mobile applications, partnerships with leading museums, a dedicated YouTube channel, an arts production studio activated in the USA, UK, France, Brazil, China and South Korea.
Since launch, The Creators Project has generated more than 250 million video views and more than 50 million unique visitors. The events have attracted more than 720,000 attendees overall and won critical acclaim from hundreds of international news outlets.
AWARDS & HONORS
Cannes Lions: Branded Content & Entertainment
Webby Awards: Branded Content
Webby Awards: Online, Film & Video
Webby Awards: People’s Voice Award (Music, Film & Video)
Ad Age's Media Vanguard Award: Best Integration of Video, Editorial & Experiential
Ad Age’s Creativity 50
One Show Entertainment Award: Events + Installations
One Show Interactive Award: Experiential
Communication Arts: Interactive Design
Internet Week’s FlashFWD Award: Live Integration
One Show Interactive Merit Award: Integrated Branding Campaign
World Technology Network: Finalist for Award in The Arts
Webby Honoree: Branded Entertainment
Webby Honoree: Integrated Campaign
Webby Nominee: Branded Content
Most Contagious List: Experience
MIPTV Brand of the Year
“(The Creators Project) is all in the service of scrambling the senses and blowing minds…” — The New York Times
“Intel reinvents cool with The Creators Project” — Forbes
“For Intel, more than marketing in art alliance” — The Wall Street Journal
“It’s easy to be immersed in a Creators Project event, appreciate the common themes on display, and come out the other side inspired.” — Rolling Stone
“The Creators Project was literally inspiring” — Spin
“A seemingly unlikely collaboration between blue-chip tech giant Intel and Brooklyn-based international indie-culture magazine Vice has produced a fresh, exciting and entirely engrossing online and offline media destination...Blazingly ambitious? Yes. Brilliantly executed? Absolutely.” — Advertising Age