Cannes Lions

MACROPROCESSING

EURO RSCG INTERACTION, London / INTEL / 2002

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Objectives: A brand campaign used to define differences between Macroprocessing (large scale enterprise servers) and Microprocessing (desktop PC's) to a business audience.Macroprocessing is integral to the future of channelling digital information between mainframe servers across the globe - so it is vital that Intel own this space as they do with desktop processors in PC's (Intel Inside).Strategy: A campaign was developed showing the differences in scale and power between various high tech devices. The satellite execution uses DHTML and Flash to dominate the page and define the differences visually between Microprocessing and Macroprocessing.Target market: It decision makers responsible for specifying and buying servers for companies, often supplying information to thousands of people across the world.Managing Directors and Finance Directors responsible for signing-off budgets and agreeing partnerships for all large investments in IT.

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