The creative idea aimed to demonstrate that Intel technology doesn’t just hide in PCs—it has and will continue to revolutionize the world around us through art, design, dance, medicine, gaming, music, and space exploration.

Through a series of global campaign assets and live experiential events, Intel was finally able to take credit for the amazing experiences they’ve enabled—and showcase the unique and amazing new experiences they’re helping to create every day.

There were hundreds of executions that were produced as part of this integrated campaign in everything from print to, Out of Home to banner executions. There were 15 live experiential-based events that spanned the globe, including a massive experience with Lady Gaga at the Grammys. The TV execution, one of the cornerstones of our integration, set out to re-energize two of Intel’s strongest assets: the mnemonic “bong” and the “swirl” of Intel’s logo.

First, we reimagined Beethoven’s Symphony No. 5, re-arranging it with the Intel “bong” to create a seamless, new piece of music.

Next, the music worked with the “swirls” of Intel’s logo, moving viewers through different amazing experiences. Every time viewers heard the “bong,” a “swirl” would appear, circling the Intel technology that enabled the experience. Nearly every experience featured in the 60-second spot was shot as long-format content that viewers could dive into and explore on Intel.com

The objective of the campaign was to impact key brand perceptions of Intel technology, and the campaign has achieved significant increases in key brand metrics amongst those aware of the campaign. We achieved a +7% lift on the statement “Intel is more innovative, and is in more devices than ever”, and a +10% lift in “Intel helps individuals and companies innovate.” (Source: IMT TV.)

The Anthem ad has had nearly 1.5 million views on YouTube, and the long-form content pieces have had 5.52 million views on YouTube.

Intel’s global, integrated campaign, “Experience Amazing” is a cross-platform campaign spanning TV, print, outdoor, digital, .com, social, internal communications, retail and experiential events across the world.

The 60-second TV spot and digital hub on Intel.com are the cornerstones of the integration—as all of the amazing experiences can be seen in TV and explored further online.

Instead of being technology stuck “inside” something else, we wanted to evolve the brand to “let the inside out.” Our strategy was simple and powerful: “With Intel inside, amazing experiences happen outside.”

Intel’s brand health had been declining in recent years. As an ingredient brand, Intel had always been stuck “inside” another product—Millennials weren’t familiar with the brand and few people had a genuine sense of the many things Intel powered, beyond simply PCs.

We needed a brand idea that would spark the imagination of a new generation of customers and bring new meaning and excitement back to the brand.