A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
G-04-06. Intel: It's Katya Dobryakova's World Now
| Agency | 2Nova Interactive |
| Creative head | Elena Pugovkina |
| Author of idea | German Kuhtenkov |
| Product | Intel Ultrabook |
| Description | In 2013 Intel launched the global initiative called “It’s your world now”. The brand ambassadors program selected creatively driven people who were passionate about fashion, music, sport. They were given a 30-day challenge to create unique art objects using Ultrabook and Intel innovative technologies. Katya Dobryakova is a young russian fashion designer known for her t-shirts with topical, burning prints. She was chosen as Intel brand ambassador in Russia. Katya's creative idea was quite simple, connected to real life, and fashionable of course. The idea: To make an interactive t-shirt with a set of context-based prints. We came up with the idea of a t-shirt with LED-board inside. The t-shirt reacted to foursquare check-ins of its owner and showed a relevant message depending on each specific location. We designed a very thin and lightweight LED-board with manually attached 2000 LED-lights, Bluetooth-module, microcontroller and power supply. The board weighted less than 200 grams and was almost imperceptible inside fabrics. In addition we developed a mobile app that controlled the board. We also produced a series of short videos about Katya, her inspiration in Intel lab, and the process of making this interactive piece of fashion. Every week a new video was posted to the website and promoted on Intel pages on Facebook, Youtube and VK. In social media we communicated the project's goal, technological component and the role of Intel innovations in it. We also involved people to discussion and showed that Ultrabook™ or smartphone with Intel® processor can help them to implement any ambitious idea. Results: The project reached over 40 million impressions. Social media “likes” and “shares”: over 100,000. Views on You Tube: over 80,000. Mass media publications: over 60. 70% of results were acheived without any media support. Finally, 7% of promo-site visitors intended to purchase an Ultrabook online. |
| Advertiser | Intel |
| Team members | 2Nova Interactive (Creative Director - German Kuhtenkov, video producer – Elena Pugovkina, Technology Lead – Dmitry Ogorodnikov, account manager - Julia Trifonova) Fistashki (Account Director – Pavel Targashin, account manager – Ekaterina Smolyakova, social media manager – Daria Tolmacheva-Sobolevskaya) |
