No one cares about their processor. It's that little whirry thing inside that thing inside the other thing that you use for Bookface and that thing with the bird.
There's no doubt that Intel's new range of core processors have the power to singlehandedly annihilate every Starcraft player in Seoul whilst making you coffe and doing your tax returns.. the problem was, we had to get everyday John Smiths, Jackie Johnsons and Seetharaman Narayanan's to understand why they should care about this little wafer in their electronic click-box.
So, how could we make these features exciting for a non-technical audience?
THE IDEA: We created The Escape - part YouTube film, part game, and part product demo.
In The Escape, our audience became heroes of a techno-thriller, using the features of the Intel Core to save a femme fatale and elude two ruthless dudes with a fetish for mysterious envelopes.
Along the way, players picked computerised locks, fought enemies, piloted a combat drone, drafted Facebook friends into battle, and played with special content on their phones in the form of an Apple iAd. This wasn't about watching a YouTube video. It was about playing it.
And play it they did... with over 580,000 views in the first month alone.
YouTube hated us for this one. Our friends over there have since changed their brand mimicry guidelines as apparently in the process of pushing their platform to the limits we almost broke the Internet.
2012 Cannes Silver Lion - Mobile
2012 Webby Award Winner (Rich Media B to C)
2012 AdFest (Asia) - Bronze (Use of Online Video)
2011 Internationalist Awards – Gold (Innovation)
2011 Digital Media Awards – Bronze (Gaming)
2011 Spikes – Finalist (Online)
2011 FWA – Site of the Day
2011 FWA – App of the Day
2011 Kam Fan Awards (Hong Kong) – Bronze (Cyber Campaign)
2011 Kam Fan Awards (Hong Kong) – Bronze (Online Advertising)
2011 Kam Fan Awards (Hong Kong) – Bronze (Use of Digital Media)