Vice has a sister agency Virtue that scored a very serious and global campaign for Intel. The campaign uses a combination of Vice’s “creator” network and Virtue’s agency capabilities: this is a very zeitgeist way of advertising in this brave new world.
7 countries were targeted, and “creators” from each were interviewed. The resulting video segments can be found at the Creators’ Project online HQ. It’s a great idea and a lovely way for the brand to show off their product as the integral part of pretty much all creative processes these days. Branding is relatively light, with the point is to get people watching the videos with Intel receiving a halo effect from the Creator cool factor.
There have been cool, hipster parties all over the world as part of the project. The final, and biggest one of these has been reserved for Beijing – there will be a 3 day festival of art and music in the 798 creative space. However, aside from THIS coverage of a press conference, nothing has been confirmed, and the official website remains empty regarding details of this event – somewhat worrying with 18 days to go. Currently, the only artists certain to perform are the usual crop of Chinese bands (the same ones that will be playing at 700 other festivals across the October holiday period). There will be art from various high profile visual artists and “plans” to invite several international bands, but some more meat on the bone is needed before Intel see serious value from their investment here in China…