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Intel + Toshiba - "Case Study: "The Power Inside"" - Pereira & O'Dell

  • Case Study: "The Power Inside"
  • Intel + Toshiba
  • Intel Corporation
  • Pereira & O'Dell
  • United States
  • The Power Inside
Product CategoryComputers, PDAs & Calculators
More Informationhttp://www.thepowerinside.com
Date of First Broadcast/PublicationJuly 19, 2013
Media TypeBranded Content
Length151 Seconds
Awards One Screen Film Festival, 2014 (Winner) for Branded Content
Top Five Short-Form Web Series of 2013, 2013 (The VideoInk) for Web Series
Cannes Lions International Festival of Creativity, 2014 (Silver Lion) for Use or Integration of Music
Cannes Lions International Festival of Creativity, 2014 (Bronze Lion Campaign) for Webisodes/Series
Production Company Furlined in association with Love Child
Music Elias Arts
Sound POP Sound
Graphics Laundry
Digital Production Tool of North America
Special Effects / VFX Zoic
Executive Creative Director Jaime Robinson
Creative Director Jason Apaliski
Chief Creative Officer PJ Pereira
Film Director Will Speck
Film Director Josh Gordon
Earth's greatest threat is hiding right undereath your nose

Story

"The Power Inside" from Intel + Toshiba brings blockbuster-quality entertainment to social media where viewers can join the fight against a plague of killer moustaches and be featured in the film, or submit to the extra-terrestrial facefuzz and abandon humanity's last line of defense. The film is directed by Will Speck and Josh Gordon ("Blades of Glory" and "The Switch"), starring Harvey Keitel ("Reservoir Dogs"), Craig Roberts ("Submarine"), Analeigh Tipton ("Crazy, Stupid, Love"), Reid Ewing ("Modern Family") Zack Pearlman ("The Inbetweeners"), and the audience. The audience is given a choice to join the fight and take a side – Guardians or Uricks– who will save the earth, or destroy it. To join the team and potentially be featured in the film, people are invited to upload a photo from their computer webcam to the film's Facebook page. The facial recognition software will add a moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team, with the pics having the potential to be incorporated into the social film episodes.

Result

73,247,134MM views worldwide 7 Weeks on AdAge Viral Video Chart, four times as #1.381,599,005MM brand impressions 515 original press articles worldwide 37% increase in purchase consideration 93% positive sentiment on YouTube