Pereira & O'Dell

San Francisco, United States
TitleCase Study: "The Power Inside"
Digital Production
Campaign The Power Inside
Advertiser Intel Corporation
Brand Intel + Toshiba
Date of First Broadcast/Publication
Business Sector Computers, PDAs & Calculators
Tagline 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
Media Type Branded Content
More Information
Production Company
Special Effects / VFX Zoic
Executive Creative Director
Creative Director
Chief Creative Officer
Film Director
Film Director

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