Grand LIA   |   Winners   |   Finalists

Branded Content

Gold Winner

Entrant: Pereira & O'Dell, San Francisco
Toshiba Laptop with Intel Inside
"The Beauty Inside"

Visit web site
  • Corporate Name of Client:
    Intel + Toshiba
  • Client Account Directors:
    Billie Goldman
    Johan Jervoe
    Ryan Baker
    Arturo Litvin
    Carl Pinto
    Ron Smith
    Tom Hume
  • Client Advertising Manager:
    Michele Nguyen-Gueron
  • Agency Account Directors:
    Gary Theut
    Henry Arlander
    Lisl Schilperoort
  • Business Affairs Directors:
    Xandra Ess
    Angela Eddleman
  • Media Supervisor:
    Dan Beer
  • Agency:
    Pereira & O'Dell , San Francisco
  • Chief Creative Officer:
    PJ Pereira
  • Executive Creative Director:
    Jaime Robinson
  • Creative Director:
    Jason Apaliski
  • Copywriter:
    Neil Ramanan
  • Art Director:
    Chaz Whitworth
  • Executive Agency Producer:
    Jeff Ferro
  • Agency Producers:
    Elisa Moore
    Erin Davis
  • Digital Production Company:
    B-Reel Films , Santa Monica
  • Digital Director:
    Drake Doremus
  • Strategy Directors:
    Nick Chapman
    Justin Cox
    Josh Brandau
    Liz Bell
    Pete Fishman
  • VFX Company:
    N Tropic , Los Angeles
  • Editing Facility:
    Lost Planet , Los Angeles
  • Editors:
    Annette Davey
    Tyler Higgins
  • Sound Design Company:
  • Sound Designer:
    Robert Feist at Ravenswork
  • Scored By:
    Dustin O'Halloran
  • Production Intern/Fan Consultant:
    Corey Lenhart
  • Description of the Project:
  • 'The Beauty Inside' is an interactive social film presented by Intel and Toshiba, directed by Sundance winner Drake Doremus, starring Mary Elizabeth Winstead, Topher Grace, and YOU.
    The Beauty Inside is the story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside, but on the outside, he is somebody else. When he meets Leah and falls in love, everything changes for him. He knows he will see her again, but she will never see him.
    Because Alex's appearance changed every day, all fans—male or female—were invited to audition for the lead role of Alex. This underlying social component allowed the audience to engage and star alongside Hollywood big shots. Audience members also played Alex throughout the experience on his Facebook timeline via photos and videos, contributing to his narrative every step of the way.
    This charming Facebook experience features an omnipresent character in the form of a Toshiba Portégé Ultrabook with Intel Inside, which Alex uses daily to chronicle his changing appearances and attempts at a meaningful relationship. The series gave Intel and Toshiba a chance to interact with and provide a branded entertainment experience to a younger generation of consumers engaged in social media.
    A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, German, Italy, Philippines, Canada and Spain. And an additional 50+ Alexes were selected/featured on the Facebook timeline. Alexes were chosen from over 4,000 auditions on Facebook.
    The first of six episodes began airing August 16 running each Thursday at 3pmPST/6pmEST. With 70MM views, 96,000 likes on Facebook and a remarkable 97% approval on YouTube, "The Beauty Inside" wowed and attracted new fans as well as auditions to play Alex throughout the 6 week series.
    •	69,566,888+ Global Views
    •	View Sources: YouTube, Site Partners, Twitter, Facebook, DailyMotion, MetaCafe, global efforts, editorial outreach, earned media, mobile
    o	1,822,324 Mobile Engagements in 8.5 Weeks!
    o	17,273,629 Trailer Views
    •	95,892+ Facebook Friends
    •	8,300+ Twitter Followers
    •	Twitter: 192,808 Total Interactions, 67,791,628 Tweet Impressions, 99% positive comments
    •	378,000,000+ Brand Impressions
    •	AdAge Viral Video Chart 10 Weeks in a row and 3 times at the #1 spot!
    •	YouTube: Of the 13,423 video comments, 97% were positive
    •	Facebook: 13,514,394 user interactions
    •	211 U.S. based original articles with 38 reposts
    •	Captured 87 international coverage hits overall
    •	360% sales lift