The media team originated the idea during creative development meetings for Intel's new wireless microprocessor called Centrino Mobile Technology (CMT). The creative campaign for CMT was developing around the theme of UNWIRING your life. Media instantly recognized an opportunity to get WIRED magazine to change to UnWIRED magazine. The media team presented the idea to the clients and senior agency management in the room all of whom instantly recognized the enormity of it and backed it 100%. In this case, the medium became the message!