POP Sound Santa Monica, United States Sound/Music

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POP Sound Creative Work

Title "Case Study: "The Power Inside""
Agency Pereira & O'Dell
Music Elias Arts
Sound POP Sound
Digital Production Tool of North America
Campaign The Power Inside
Advertiser Intel Corporation
Brand Intel + Toshiba
Date of First Broadcast/Publication 7/2013
Business Sector Computers, PDAs & Calculators
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
Tagline Earth's greatest threat is hiding right undereath your nose
Media Type Branded Content
Length151 seconds
More Information http://www.thepowerinside.com
Production Company Furlined in association with Love Child
Graphics Laundry
Special Effects / VFX Zoic
Executive Creative Director Mr. Jaime Robinson
Creative Director Mr. Jason Apaliski
Chief Creative Officer Mr. PJ Pereira
Film Director Mr. Will Speck
Film Director Mr. Josh Gordon

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