{"id":578,"date":"2013-06-22T06:29:20","date_gmt":"2013-06-22T06:29:20","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/inteltoshibas-the-beauty-inside-campaign-wins-branded-content-grand-prix-2\/"},"modified":"2018-01-09T02:31:04","modified_gmt":"2018-01-09T02:31:04","slug":"inteltoshibas-the-beauty-inside-campaign-wins-branded-content-grand-prix-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/inteltoshibas-the-beauty-inside-campaign-wins-branded-content-grand-prix-2\/","title":{"rendered":"Intel\/Toshiba&#8217;s \u201cThe Beauty Inside\u201d Campaign Wins Branded Content Grand Prix"},"content":{"rendered":"<p><a href=\"http:\/\/www.fastcocreate.com\/1683265\/inteltoshiba-s-the-beauty-inside-campaign-wins-branded-content-grand-prix\">By: Annie Cassidy,\u00a0<em>Fast Company<\/em><\/a><br \/>\nIntel and Toshiba\u2019s series of films exploring the fleeting nature of life and love has continued to shine at Cannes.<\/p>\n<p>\u201cThe Beauty Inside\u201d by Pereira &amp; O\u2019Dell, which won the Cyber Grand Prix and Film Grand Prix, bagged another Grand Prix in the Branded Content &amp; Entertainment category.<\/p>\n<p>The decision was a unanimous one for a jury, led by Scott Donaton president and chief executive of Ensemble, who said the jurors were \u201creally excited\u201d about the campaign.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/d.fastcompany.net\/multisite_files\/cocreate\/imagecache\/inline-large\/inline\/2013\/06\/1683265-inline-inline-6-cannes-review-the-winners.jpg\" alt=\"\" width=\"448\" height=\"252\" \/><\/figure>\n<p>So excited in fact, that when deliberations began the jury members didn\u2019t talk about any other piece of work other than \u201cThe Beauty Inside\u201d for one whole hour. This was an indicator of \u201cjust how powerful this piece of work was\u201d, Donaton said.<\/p>\n<p>Donaton praised the work, which he described as \u201cborn out of a powerful brand truth&#8211;that is, it\u2019s what inside that counts.\u201d<\/p>\n<p>The work comprises episodic films that follow the story of Alex, a man who wakes up looking like a different person every day.<\/p>\n<p>The jury called the campaign \u201creally social at its core\u201d and \u201creally beautiful\u201d as well as enthusing about the integral role the brands played in the film.<\/p>\n<p>\u201cThese are the only brands that could have produced this type of work,\u201d the jury president said, adding: \u201cThis was a story that would have stalled if it weren\u2019t for the role of the laptop in Alex\u2019s life.\u201d<\/p>\n<p>Donaton noted that the quality of the work in the Branded Content category, which is in its second year at Cannes, was notably higher. He said that marketers should not it treat branded content as a \u201cside tactic\u201d anymore but put it \u201cat the heart of everything they do\u201d.<\/p>\n<p>The Intel &amp; Toshiba campaign also picked up a Gold and Silver Lion in the same category.<\/p>\n<p>Beer brand Kokanee\u2019s \u201cThe Movie Out Here\u201d, by Grip Limited won a Gold Lion, and was singled out by the jury as one of the strongest of the other contenders.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/a.fastcompany.net\/multisite_files\/cocreate\/imagecache\/inline-large\/inline\/2013\/06\/1683265-inline-inline-9-cannes-review-the-winners.jpg\" alt=\"\" width=\"448\" height=\"252\" \/><\/figure>\n<p>\u201cThe Movie Out Here\u201d ultimately failed to get the top prize because the content \u201cfailed to live up to the concept\u201d, Donaton said. &#8220;Screen-Age Love Story\u201d for MYDSL by Ace Saatchi &amp; Saatchi Manila, another Gold Lion winner, was also praised.<\/p>\n<p>Metro Trains \u201cDumb ways To Die from McCann Melbourne added a Branded Content Gold Lion to the stack of awards it has collected so far at Cannes. Another big winner, Dove \u201cReal Beauty Sketches\u201d by Ogilvy Brazil also won Gold.<\/p>\n<p>Other Gold winners included IBM\u2019s \u201cA Boy and His Atom: The World\u2019s Smallest Movie\u201d by Ogilvy New York and Old Spice \u201cDikembe Mutumbo\u2019s 4 \u00bd Weeks To Save The World\u201d by Wieden + Kennedy Portland. See the Gold winners in the slide show above.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Intel and Toshiba\u2019s series of films exploring the fleeting nature of life and love has continued to shine at Cannes.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-578","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Intel\/Toshiba&#039;s \u201cThe Beauty Inside\u201d Campaign Wins Branded Content Grand Prix - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/inteltoshibas-the-beauty-inside-campaign-wins-branded-content-grand-prix-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Intel\/Toshiba&#039;s \u201cThe Beauty Inside\u201d Campaign Wins Branded Content Grand Prix - 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