Intel: Human processor

Intel, the microprocessor maker, faced a problem: as Brazilians became richer, they moved away from desktops to laptops, where brands and design, rather than processing power, are important drivers of choice.

Intel: Human processor

DDB Brasil

Summary

Intel's current goal is to make its brand sexier, cooler and more desirable.

In Brazil, we kicked that mission off with the launching event for the Core i5 processor.

During strategic development, we identified and brought to life a much more interesting brand personality, obsessed with engineering and unabashedly geeky -even underground, hacker-y.

Then, we built a brand experience unlike anything Intel's Brazilian audience has ever seen. In fact, we introduced a new form of collaboration through social networks, sourcing from real contributions by people – rather than only prompting superficial interactions, as is...

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