CANNES, France, June 22, 2013 - The winner of the 2013 Cannes Lion Cyber Grand Prix Awards in Film, Branded Content & Entertainment and Cyber is Pereira O’Dell. The agency won the top honor in three categories for its social film “The Beauty Inside” (www.thebeautyinsidefilm.com) presented by Intel and Toshiba. The pioneering social film is an interactive web program where anyone can play the lead character of Alex. The film is directed by Sundance winner Drake Doremus (“Like Crazy”), and stars Topher Grace (“That ‘70s Show,” “Spider-Man 3”), Mary Elizabeth Winstead (“Abraham Lincoln: Vampire Hunter,” “Scott Pilgrim vs. The World”) and Matthew Gray Gubler (“500 Days of Summer”, “Criminal Minds”).
Johan Jervoe, VP sales and Marketing, Director Partner Marketing at Intel Corporation, said of the campaign, “Social film is largely uncharted territory and we have managed to take these creative risks with Pereira & O’Dell. We have a mutual trust that told us to go with our gut to create a series audiences would love. Stay tuned…”
“Content is becoming more and more of an important part of the strategy for Intel and Toshiba to reach out to this younger audience. Experimenting with social and Hollywood has attracted them to a lighter, but deeper message they actually enjoy,” said PJ Pereira, Chief Creative Officer and Co-Founder of Pereira O’Dell.
“The Beauty Inside” tells the story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside, but on the outside, he is somebody else. When he meets Leah and falls in love, everything changes for him. He knows he will see her again, but she will never see him. Because Alex's appearance changed every day, all fans—male or female—were invited to audition for the lead role of Alex. This underlying social component allowed the audience to engage and star alongside Hollywood big shots. Audience members also played Alex throughout the experience on his Facebook timeline via photos and videos, contributing to his narrative every step of the way.
This charming Facebook experience features an omnipresent character in the form of a Toshiba Portégé Ultrabook with Intel Inside, which Alex uses daily to chronicle his changing appearances and attempts at a meaningful relationship. The series gave Intel and Toshiba a chance to interact with and provide a branded entertainment experience to a younger generation of consumers engaged in social media. A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, German, Italy, Philippines, Canada and Spain. An additional 50+ Alexes were selected/featured on the Facebook timeline. Alexes were chosen from over 4,000 auditions on Facebook.
With 70MM views, 97,000 likes on Facebook and a remarkable 97% approval on YouTube, "The Beauty Inside" wowed and attracted new fans as well as auditions to play Alex throughout the 6 week series. During the series, Intel and Toshiba experienced a 360% increase in sales. On June 14, the series received a Daytime Emmy for Outstanding New Approach to a daytime series, making it the first “ad” to beat out regular programming. In total, the agency won 12 Lions at the Festival – 3 Grand Prix, 2 Gold, 5 Silver, 2 Bronze, plus 9 shortlisted entries. The U.S. won 6 Grand Prix, of which Pereira & O’Dell earned half.
The Cannes Lions International Festival of Creativity took place in Cannes, France and was attended by close to 12,000 delegates. The winning works are available to view on www.canneslions.com.
2013 Cannes Lions Winners
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Film
Grand Prix
Internet Film Series
PEREIRA & O’DELL – "The Beauty Inside" for Intel + Toshiba
http://www.canneslions.com/work/2013/film/entry.cfm?entryid=7782&award=1
Branded Content & Entertainment
Grand Prix
Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
PEREIRA & O’DELL – “The Beauty Inside” for Intel + Toshiba
http://www.canneslions.com/work/2013/branded/
Gold
Best Integrated Content
PEREIRA & O’DELL – "The Beauty Inside" for Intel + Toshiba
http://www.canneslions.com/work/2013/branded/entry.cfm?entryid=25691&award=2
Silver
Best use or integration of user-generated content
PEREIRA & O’DELL – “The Beauty Inside” for Intel + Toshiba
http://www.canneslions.com/work/2013/branded/entry.cfm?entryid=25611&award=3
Silver
Best use or integration of digital or social media PERERIA & O’DELL – “"The Beauty Inside"” for Intel + Toshiba
http://www.canneslions.com/work/2013/branded/entry.cfm?entryid=25611&award=3
Cyber
Grand Prix
Best Digitally Led Integrated Campaign
PEREIRA & O’DELL – “The Beauty Inside” for Intel + Toshiba
http://www.canneslions.com/work/2013/interactive/entry.cfm?entryid=31118&award=1
Gold
Best Copywriting
PEREIRA & O’DELL – “The Beauty Inside” for Intel + Toshiba
http://www.canneslions.com/work/2013/interactive/entry.cfm?entryid=34188&award=2
Silver
Community Applications
PEREIRA & O’DELL – “The Beauty Inside” for Intel + Toshiba
http://www.canneslions.com/work/2013/interactive/entry.cfm?entryid=31119&award=3
Silver
Best Video
PEREIRA & O’DELL – “"The Beauty Inside"” for Intel + Toshiba
http://www.canneslions.com/work/2013/interactive/entry.cfm?entryid=34189&award=3
Promo & Activation
Silver
Durable Goods
PEREIRA & O’DELL – “"The Beauty Inside"” for Intel + Toshiba
http://www.canneslions.com/work/2013/promo/entry.cfm?entryid=15307&award=3
Press
Bronze
Entertainment & Leisure
PEREIRA & O’DELL- Scrabble Campaign (x4) -- "Suspect”, “Journey”, “Arrival”, and Mistake"
http://www.canneslions.com/work/2013/press/entry.cfm?entryid=5749&award=4 Direct
Bronze
Other Consumer Products
PEREIRA & O’DELL – “"The Beauty Inside"” for Intel + Toshiba
http://www.canneslions.com/work/2013/direct/entry.cfm?entryid=22485&award=4
SHORTLIST
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Titanium
PEREIRA & O’DELL – “"The Beauty Inside"” for Intel + Toshiba
http://www.canneslions.com/work/2013/integrated/entry.cfm?entryid=30805&award=99&order=0&direction=1
Film Craft - Script
PEREIRA & O’DELL – “Scrabble: Meet Blank” for Mattel
http://www.canneslions.com/work/2013/craft_film/entry.cfm?entryid=23548&award=101&order=0&direction=1&keywords=PEREIRA,O%27DELL
Cyber - Viral Marketing
PEREIRA & O’DELL – “"The Beauty Inside"” YouTube Channel for Intel + Toshibahttp://www.canneslions.com/work/2013/interactive/entry.cfm?entryid=31120&award=99&order=0&direction=1
Interactive Video
PEREIRA & O’DELL – “"The Beauty Inside: Episode 1” for Intel + Toshibahttp://www.canneslions.com/work/2013/interactive/entry.cfm?entryid=31122&award=99&order=0&direction=1
Promo & Activation - Best Use of Social Media Marketing in a Promotional Campaign
PEREIRA & O’DELL: Imovelweb Check-inhttp://www.canneslions.com/work/2013/promo/entry.cfm?entryid=31351&award=99&order=0&direction=1
Best Integrated Campaign Led by Promotion & Activation
PEREIRA & O’DELL – “The Beauty Inside” for Intel + Toshibahttp://www.canneslions.com/work/2013/promo/entry.cfm?entryid=15310&award=99&order=0&direction=1
PR - Technology & Manufacturing
PEREIRA & O’DELL – “"The Beauty Inside"” for Intel + Toshibahttp://www.canneslions.com/work/2013/pr/entry.cfm?entryid=30664&award=99&order=0&direction=1
Best Use of Social Media
PEREIRA & O’DELL – “The Beauty Inside” for Intel + Toshibahttp://www.canneslions.com/work/2013/pr/entry.cfm?entryid=30665&award=99&order=0&direction=1 Mobile
Media, Entertainment & Leisure
PEREIRA & O’DELL: Super Heroes Movie Maker, LEGOhttp://www.canneslions.com/work/2013/mobile/entry.cfm?entryid=29181&award=99&order=0&direction=1
For more information, contact Molly Parsley at 415-696-7757 or molly.parsley@pereiraodell.com
