Hasta La Creative!

Intel’s “Beauty Inside” from Pereira & O’Dell, San Francisco, and Oreo’s “Daily Twist” work from DraftFCB earned the Cyber Grands Prix at the 2013 Cannes Lions International Festival of Creativity on Wednesday.

The winning campaigns reflected interesting poles within the category; one was a sophisticated film effort, the other, a print/design campaign. But both were amplified by the power of social media.

What it is: “Beauty Inside” is a “social film” that followed the story of Alex, a man who wakes up every day in a different body, which becomes a problem when he falls in love. Alex was played by actor Topher Grace, as well as an extended list of acting talent pulled, via social media, from the film’s online viewership. The idea was to celebrate that “it’s what’s inside that counts,” a direct play on Intel’s “It’s inside” tagline. Like its predecessor, “Inside,” a previous campaign starring Emmy Rossum as a woman trying to escape her kidnapper, the film took shape over the course of its run via the active participation of its audience. The campaign just last week won a Daytime Creative Arts Emmy in the category of Outstanding New Approaches.

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