Intel breaks new ground on YouTube with adventure film

The film, developed by Tribal DDB and DDB Hong Kong, aims to highlight the features of the 2nd Generation Intel Core processor family.

According to a release, 'The escape' breaks new ground by "breaking down YouTube's fourth wall" and placing the audience as the lead character or hero to rendezvous with a nameless female secret agent and collect a mysterious envelope. As the user or hero is chased by heavies, the view of the world is transformed by Intel's 2nd Generation Core processors, allowing the user to outwit pursuers and save the day.

"You've never seen YouTube quite like this," said Stephanie Gan, regional manager of advertising and digital programs for Intel Asia-Pacific. “We wanted to connect with consumers in a personal engaging and interactive way while demonstrating the visual capabilities of the 2nd Generation Intel Core processor family. While YouTube offered the perfect stage for creating this experience, it was important to make some of the interactions social with Facebook integration.”

Users can earn achievement badges to share on Facebook and include their friends' profile pictures on robots featured in fighting scenes. It also contains hidden clues for viewers to unlock additional content as they play, including QR codes built into the creative allowing the user to see pursuers through walls.

"We needed people to experience these benefits in an emotive way, and that's why we made the audience the hero of this video,” added Tim Cheng, executive creative director at Tribal DDB Hong Kong.

The campaign carries the tagline 'Escape to a new world of visual possibilities' and is due to run regionally with media spend in India and Australia.

Credits:

Creative agency DDB & Tribal DDB Hong Kong
ECDs Tim Cheng, Jeffry Gamble
Account service Joanne Tong
Creative director Jamal Hamidi
Art directors Elizabeth Commandeur, Maurice Moynihan
Copywriter Thomas Selby
Technical manager Tony Wong
Programmer Chui Yee Tang
Interactive designer / flash developer Gary Law, Stella Yuen
Project manager Sean Chan
Film director Lee Chun Chung
Film production Hyena Films
Post production PO Post Production
Digital production Tribal DDB Hong Kong