INTEL
Super Bowl Drone Show
A Super Bowl commercial brief that became a Super Bowl Halftime performance.
Recognition:
Cannes: Silver Lion, Digital Craft
Cannes: Bronze Lion, Media
Cannes Shortlist: Innovation, Cyber, Entertainment for Music
Webby, Best Event Activation, Winner
Webby, Best Event Activation, People's Choice
Clios: Gold, Music
Clios: Silver, Branded Entertainment
Clios: Bronze, Brand Partnerships
One Show: Silver Pencil, Innovation in Branded Entertainment
At the Super Bowl, brands fight for attention in the crowded ad space and Intel wanted an ad to break through the noise. We pitched a show.
We launched 300 Intel-powered drones in a synchronized light show for an audience of 150 million people, kicking off Lady Gaga's Halftime Show performance.
It was the first drone integration on television.
Case Study
Full Performance
The show was the most ambitious project Intel had ever attempted, but we needed to stamp Intel's name on it.
Luckily, we still had the ad space. We let the drones speak for themselves with two commercials that ran immediately after the show.
After the performance, millions of people were asking what the hell they just saw. We launched a social film on Monday morning that told the story of the drone team behind the performance and engaged fans in the story.
Featured in:
Adweek: Pinnacle of U.S. Brand Innovation Today
Featured in: Wall Street Journal, Wired, Times, Forbes, USA Today, The Daily Dot, Tech Crunch, Peta Pixel, Mashable, PC World, Ad Week, and more ...
Credits:
Leila Moussaoui, art director
Shachar Aylon, ACD
Katie McCarthy, creative director