Mystery Unboxing,
Intel.
There's a lot that goes into making the devices we rely on every day that we don't know about. Like the fact that some of the minerals used to make our cellphones, laptops and videogames come from mines in the Congo, where more than 5.4 million people have died because of a conflict over mineral resources. To make people aware of that and of the efforts that Intel is making to create a Conflict Free supply chain, we decided to target people who review gadgets for a living: Youtube Unboxers.
Unboxing the Truth
We partnered with three famous Youtube unboxers and asked them to review what they believed was a new Intel product. When they unboxed the mysterious device, they were made aware of the conflict free problem and how it connected to their gadgets.
The art of DIY
This entire campaign was created and produced in-house at Intel. Because we didn't have an external production company helping us, we ended up doing a lot of the behind the scenes work ourselves. From designing and assembling the boxes to grabbing dirt from construction sites in Canada and putting everything together in a hotel room hours before the shoot, this project was a true demonstration of DIY advertising.
Created at Intel's Agency Inside with:
Leila Moussaoui (art director)
Shachar Aylon (associate creative director)
Katie McCarthy (creative director)