In 2008, Intel wanted to be Nike.

In 2008, Intel wanted to be Nike.

Don’t we all.

And guess what? Hiring a professional athlete?to hold a computer and smile wasn’t going to cut it.

At this critical juncture, I proposed a campaign and wrote a manifesto capable of positioning the company, not only as leaders in innovation (See also: Moore’s Law), but as champions of innovation globally.?

For those of you interested in creating a #brandvoice, consider this. For a voice to be recognizable, the speaker must know who they are.

Intel, a name synonymous with innovation is ideally positioned to celebrate innovators—those who push the envelope and change the script by tearing out pages they never believed in to begin with. People who trust in technology, hope in progress, and know instinctively there must be a better way. They learn as a way of life and live to make a difference. Why not salute them? We are them.

This was a radical departure, and provided the company its first legitimate foothold among global youth.?The response from Intel’s C-suite was immediate and absolute. They said we’d found their voice.

60 days later,?Intel named Razorfish their Digital AOR and launched the Creators Project with Vice.?


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