Intel Case study THE CREATORS PROJECT by Vice UK

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Case study
Market United States
Agency Vice UK
Released May 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: INTEL
Product/Service: INTEL
Agency: VICE
Date of First Appearance: May 17 2010
Entry URL:
: (Intel)
: (Vice Media)
Media placement: Online - Online - 17 May 2010
Media placement: Video Content - Online - 17 May 2010
Media placement: Editorial Blog - Online - 17 May 2010
Media placement: Event Series - Experiential - 26 June 2010
Media placement: Print - Vice Magazine - 1 June 2010
Media placement: TV -3 Episodes - Travel China - 16 November 2010
Media placement: Pre-Roll - 4 Executions - Vice And Third Parties (MSNBC, Ren Ren, Naver, Les Inrocks - 17 May 2010
Media placement: Flash Banner Series - 10 Concepts - Vice And Third Parties (MSNBC, Ren Ren, Naver, Les Inrocks - 17 May 2010
Media placement: Editorial Syndication - E.G. MSN (BR), AOL (US), Youku (PRC), - 2010

Describe the campaign/entry
Born from a partnership between Intel and Vice, The Creators Project is a global network dedicated to the celebration of creativity, culture and technology. At a time in the history of the arts where digital technologies have revolutionized distribution, democratized access, and re-imagined the scope and scale with which an artist can create a vision and reach an audience, The Creators Project is a new arts and culture channel for a new world.
On one hand, it’s a modern day media channel continually identifying and celebrating the work of visionary artists wherever they are.
On the other hand, it’s a content creation studio, an ongoing arts foundation of sorts that facilitates the production and dissemination of new work, as well as collaborations between artists from a variety of creative fields.
The project includes a collection of artists, designers, musicians, and filmmakers using technology to push the bounds of creative expression.

Describe how the campaign/entry was launched across each channel in the order of implementation
The distribution of the content takes place at, via a variety of other media including print, television, mobile, and through an event series that began rolling out in various cultural centers around the world in 2010.
The series began in New York City with a collection of curated artworks, films, panel discussions and live performances from artists all around the world. The series then moved to London, Sao Paulo, and Seoul, and culminated in Beijing with a massive 3-day exposition in September.
The site includes in-depth editorial – a combination of profiles and documentaries on artists, a daily blog and event coverage.
To date, there are more than 100 artists involved, hailing mostly from seven countries (United States, United Kingdom, Germany, France, Brazil, South Korea and China) along with other artists from around the world.

Give some idea of how successful this campaign/entry was with both client and consumer
To date, the site has attracted nearly 14MM unique visitors and its video content has been viewed 57MM times.
Globally, our social-media infused events attracted 30K attendees and triggered press coverage by more than 1,500 international, online news sources comprising of: CNN, Pitchfork, BBC, Wired, MTV (BR), Huffington Post, NPR, Rolling Stone, The Guardian, Vanity Fair, W, Dazed, Vogue (PRC), Bazaar, Interview, USA Today, Wall Street Journal, Elle (KR).
For just the United States, United Kingdom and Brazil events alone, 100K users registered online to attend. And, the New York launch event generated one of the website’s highest traffic days to date, showing the growth of the platform over time.
In just one year, Intel had significant increases in brand relevance, awareness and opinion amongst global youth exposed to The Creators Project.