Engaging influentials: Intel's connection with an audience of young artists

Geoffrey Precourt
Warc

At the penultimate session of the BRITE '13 Conference, sponsored by Columbia University's Center of Global Brand Leadership in New York, a true confession came from a brand thought leader: "It's hard being the bad boy of advertising."

David Haroldsen is creative director of Intel's Creators Project, a four-year-old global initiative co-sponsored by by Intel and Vice Media. In mission-statement language, this scheme "supports visionary artists across multiple disciplines who are using technology in innovative ways to push the boundaries of creative expression." It has also yielded award-winning campaigns like Intel's "Human Processor" initiative.

When Haroldsen first introduced the idea of a partnership to Intel's management, "they thought it sounded weird and didn't want any part of it," he revealed. And that explains, in part, why he is such a "bad boy".


Photo courtesy of Columbia Business School's Center on Global Brand Leadership