What’s Inside Intel/Toshiba’s ‘Beauty Inside’
Posted in: Uncategorized
As part of Ad Age’s latest annual Awards Report tabulating the most creatively celebrated companies and personalities of the year, we asked winning marketers and agencies about their campaigns.
Imagine selling the “Beauty Inside” original social film to a chief marketing officer. “It’s about this guy Alex who’s in love with this antique shop girl, but every day he wakes up with as a different person. And he never knows who he’ll be until he looks in the mirror — maybe a bald middle-aged man, maybe an elderly Asian lady. But he can’t stop trying to reach the girl. And each day he chronicles every new ‘person’ on his Intel-powered Toshiba laptop. We’ll call it ‘Beauty Inside’, as in the beauty inside the ever-changing Alex and inside the laptop. Get it?”
That was the job of Billie Goldman, Intel partner marketing manager, although it didn’t play out exactly like that. “Beauty Inside” – the recipient of 23 awards including a daytime Emmy and two top Cannes Lions – was the second social film created with agency partner Pereira & O’Dell for Intel and Toshiba. The initial success helped pave the way for a third film, “Power Inside,” that ran this summer.
Post a Comment