Intel
Brand Creation & Campaign
Intel was gearing up to enter the computer graphics (GPU) market. But Intel had a problem: consumers see Intel as a powerful and wealthy company where success is all but guaranteed.
If expectations weren’t managed people might assume Intel would immediately become an industry-leader, and anything less would be an embarrassing failure or a sign of not being properly committed to the market.
It was vital to create a strong community around the pending product launches. A community that would be encouraged to contribute, share ideas and support other members.
We built a brand new brand around the product, bringing to life the story of an epic journey of discovery.
And so the Odyssey was born.
Deliverables
Brand Strategy
The Odyssey brand was designed to position Intel as being on a journey of discovery. A journey that they wanted others to join – to listen and learn on its path to innovation.
This meant being uncommonly open; showing the consumer base the challenges of the project, not just the end result. It would be a journey of successes and failures, joy and despair. Homer’s ‘The Odyssey’ was the perfect source for this brand’s name and direction.
Bringing it to life
We built out a creative identity for the Odyssey, followed by a suite of content assets including film and key art.
Our launch teaser showed unseen people journeying through impossibly vast salt flats, while the brand’s mission statement was read aloud as a rallying cry. The film made Intel’s intentions clear while also showing its understanding that it would be no easy task.
This consistently reinforced the idea that the Odyssey would be an additive process, with peaks and troughs, meaning any setbacks would be expected and not form criticism the brand.
