Cannes Lions

Hack the City

FOX NETWORKS GROUP LATIN AMERICA, Sao Paulo / INTEL / 2019

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Overview

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Overview

Background

Intel was about to launch the 8th generation line of processors and needed to show all the groundbreaking benefits of the product such as speed and performance. Specially for those who work with heavy files, this generation is supposed to be a 5 year leap in technology. The content was developed to make people understand the power of something that stays inside the computer and it’s ability to do amazing things.

Idea

Let’s make a real impact in the society Hacking the City and solving real problems. Hack the City is a National Geographic series about making a meaningful impact in the society by solving real problems in the city through art, design and technology. We tackled important problems of São Paulo as immigrant’s anonymity, dark dangerous spots and LGBT issues.

Hack the City is a National Geographic series about making meaningful impact in society by solving real problems in the city through art, design and technology. It’s a branded content developed by the agency for Intel to promote its latest generation of processor chips, much faster than the previous one. Each episode of the series focuses on an urban intervention conceived by a creator who uses a computer to design the project. Hack The City goes beyond the screen and makes a real impact in people’s lives.

Strategy

Intel joined forces to National Geographic to develop documental series about making a meaningful impact in the society by solving real problems in the city through art, design and technology. We tackled important problems of São Paulo as immigrant’s anonymity, dark dangerous spots and LGBT issues.

As an authentic National Geographic Channel series, Hack The City had to be aligned to its contents and core values. The series addresses important and alarming issues of the city, so we chose to shoot in a way in which we captured the beauty through impactful images to touch the audience deeply. In addition, the content is about design and urban arts which naturally reflected in its photography.

Execution

HTC is a weekly mini-series with 4 15-minute episodes. Each episode focuses on an urban intervention conceived by a creator who uses a computer to design the project. Hack The City goes beyond the screen and makes a real impact in people’s lives. It was released on September 12th 2018 on National Geographic Channel Brazil and its website simultaneously.

The show is essentially about real issues and real life. So, the post-production was designed to bring the audience closer to Sao Paulo’s reality. We’ve put some grain and texture to make it more cinematographic, deep and emotional. The graphic elements are a metaphoric mix of city streets traffic and data traffic inside a processor.

Outcome

TV:

- Hack the City We has reached an impact of 33 million in the Intel campaign.

Social Media:

- 24MM impressions

- 40% view rate

- 878K views

- 2,3MM of engagement

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