DETERMINED

Short List
TitleDETERMINED
BrandINTEL
Product / ServiceULTRABOOK
CategoryC04. Stunts & Live Advertising
EntrantTHE MONKEYS Sydney, AUSTRALIA
Entrant Company:THE MONKEYS Sydney, AUSTRALIA
Advertising Agency:THE MONKEYS Sydney, AUSTRALIA

Credits

Name Position
Justin Drape Executive Creative Director
Jay Gelardi Creative Director
Jay Gelardi/Jasun Vare/Scott Dettrick Copywriter
Jay Gelardi/Brent Tunney Art Director
Dan Beaumont Account Supervisor
Mark Summerville Producer
Pia Mcmorran Account Manager
Pia Mcmorran Account Manager
Content Director - Kristen Hardeman Other Credits

Execution

Six social experiments were staged across Australia, Indonesia, and Thailand using Ultrabooks™ as bait. The psychological studies were all devised to make participants step out of their comfort zone, but more specifically observe the human qualities of Determination, Power, Daring, Excitement, Persistence and Persuasiveness; the same qualities that went into the creation of the Ultrabook.