THE CREATORS PROJECT by VICE MEDIA Brooklyn for Intel

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THE CREATORS PROJECT

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Film
Market United States
Agency VICE MEDIA Brooklyn
Released June 2011

Awards

One Show 2012
One Show Interactive Integrated Branding / Integrated Branding Campaign - 360 Merit
One Show Interactive Social Media / Best Use of Social Media Merit

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of experiential events
Advertiser: INTEL
Product/Service: INTEL
Agency: VICE MEDIA Brooklyn, USA
Advertiser INTEL
Product INTEL
Entrant VICE MEDIA Brooklyn, USA
Type of Entry: Branded Entertainment
Category: Best use or integration of experiential events
Title: THE CREATORS PROJECT
Advertiser/Client: INTEL
Product/Service: INTEL
Entrant Company: VICE MEDIA Brooklyn, USA
DM/Advertising Agency: VICE MEDIA Brooklyn, USA
Describe the campaign/entry
Branded content is increasingly becoming the main way to attract a young target in our geos. In the majority of cases, branded content sees a logo slapped onto a piece of entertainment without truly integrating the brand idea into the piece. As more brands embrace branded content, it was vital for us to do something more insightful, more ambitious, and more powerful than our competition.

Results

In 2009, Intel approached VICE with a goal: Increase Intel brand relevance among global youth.
VICE told Intel in order to increase brand relevance, you have to create an emotional bond and bring Intel to the fore, inside lives rather than hidden inside computers.
And so, 'The Creators Project' was born - an ongoing, global celebration of art and technology.
The Creators Project supports visionary artists, across disciplines, who are using technology in innovative ways to push the boundaries of creative expression. It includes an online community, documentary videos, an arts production studio, and a travelling event series. The event series features films, panels, installations, and music performances by top bands and DJs from all around the world.
The global programme launched with a press event in New York, attended by top news and cultural reporters from around the world.
We launched a new web platform, featuring international and local daily editorial, documentaries, artist profiles, and event coverage.
Distribution of the content takes place on the website and a variety of integrated media including television, out of home, print, mobile, apps, and events.
In 2011, we launched an art production studio where we provide resources and technology to create new, original works with artists. We debuted the first series of works at Coachella. As Coachella’s first-ever creative partner, we re-imagined the festival by creating ground-breaking visual experiences advanced by technology.
Selected artwork from the festival along with additional work have been travelling all over the world as part of our event series, touring across Paris, Lyon, Sao Paulo, Seoul, Beijing, New York, and San Francisco. In New York, we took over an entire neighbourhood in Brooklyn. New York had never seen a festival like it.


Describe the creative solution to the brief/objective.

We launched a global web platform, featuring editorials, documentaries, event coverage, and artist profiles.
Distribution of the content takes place on the website and a variety of integrated media including earned/owned media, television, out of home, print, mobile, apps, and travelling events.
We’ve taken our social network off-line by launching a 'Meetup' series where we provide various forums for discussion, inspiration and creation.
We partner with top cultural entities and media partners to deepen our reach and importantly, Intel leveraged VICE’s network of artists and VICE’s cult-like fan base of young trendsetters and taste-makers.


Describe the results in as much detail as possible.

Since launch (Summer 10’), The Creators Project website has generated more than 132MM video views and more than 29MM unique visitors, globally.
Globally, the events have attracted more than half a million attendees and triggered press coverage by thousands of international, online news sources, comprising of: New York Times, CNN, Pitchfork, BBC, Wired, MTV Brazil, Huffington Post, NPR, Rolling Stone, The Guardian, Le Monde, Vanity Fair, Le Figaro, W, CCTV, Liberation, Dazed, Vogue China, Bazaar, Interview, USA Today, Wall Street Journal, South Korea Elle, Travel China, Terra, Globo, Canal+, and Youku
In just 1 year, Intel had significant increases in brand relevance, awareness and opinion amongst global youth exposed to The Creators Project. And, we continued to grow these metrics in 2011.
“The Creators Project is all in the service of scrambling the senses and blowing minds…” – The New York Times
“It has already proven to be a major success and a cultural phenomenon among 18-24-year-olds.” – Deborah Conrad, Intel VP/CMO