HISTORY COMES ALIVE
| Title | HISTORY COMES ALIVE |
| Brand | INTEL |
| Product / Service | INTEL REALSENSE |
| Category | A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
| Entrant | J. WALTER THOMPSON BEIJING, CHINA |
| Idea Creation | J. WALTER THOMPSON BEIJING, CHINA |
Credits
| Name | Company | Position |
|---|---|---|
| Polly Chu | J. Walter Thompson Beijing | CCO |
| Shankun Sun | J. Walter Thompson Beijing | ECD |
| Todd Lv | J. Walter Thompson Beijing | Producer |
| Roy Cheung | J. Walter Thompson Beijing | Creative Director |
| Xiaochuan Liu | J. Walter Thompson Beijing | Creative Director |
| Yoyo Wu | J. Walter Thompson Beijing | Copywriter |
| Mia Song | J. Walter Thompson Beijing | Copywriter |
| Page Peng | J. Walter Thompson Beijing | Copywriter |
| Neo Ping | J. Walter Thompson Beijing | Art Director |
| Handy Fan | J. Walter Thompson Beijing | Art Director |
| Pinkyo Zhou | J. Walter Thompson Beijing | Art Director |
| Yuanning Liu | J. Walter Thompson Beijing | Art Director |
| Mona Li | J. Walter Thompson Beijing | Art Director |
| Gary Li | J. Walter Thompson Beijing | Producer |
| Lu Xiao | J. Walter Thompson Beijing | Digital Director |
The Campaign
Intel awaken the ancient history in China using newest technology. Realsense Technology bridges the past and the future by turning the user to experience as the historical hero in the actual location in History.
Creative Execution
We selected the Great Wall in an ancient city with over 5,000 years’ history in an outdoor environment. We produced four 3D historical animatic video covered 4 dynasties with different key historical heroes to be projected on the great wall. During the event, participants were invited to experience Intel RealSense 3D facial scan. A 3D animated historical character with their own face will then be generated instantly by cloud animation rendering server through 4G broadband network. They will become part of the history in the real location. The animated historical video with characters they presented were projected onto the Great Wall for a stunning cinematic viewing experience.
Describe the success of the promotion with both client and consumer including some quantifiable results
Social content results: 50,555 Weibo engagement and 590,247 WeChat read views, the KPI reach 150%. The activation campaign also engaged Intel’s strategic partner, Lenovo to adopt the consumer experiential roadshow at retail level across China.
Explain why the method of promotion was most relevant to the product or service
This is a promotion event for Intel branding using Realsense + 3DMe application. Consumers will interact and become part of history in the actual location of where the history happened. The activation is a high technology experience that awaken the 5000 years of China history. Live.
To get consumers to have a real life experience, the idea was activated as an event held at Great Wall in Xian, the actual ancient location with over 5,000 years of history. To demonstrate the cool technology of Intel RealSense, a collaboration of task force from software to hardware, from creative to event and PR was formed. It is a big contrast of bridging cool technology and history to create a time travel experience for consumers. By leveraging the unique attribute of RealSense technology of 3D facial scan, the consumers can generate their 3D lifelike avatars and become the main characters and immerse into the historical video projected on the great wall.