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Emicida Creators

Second generation of Intel Core

Issue 23 | June 2012

Agency

DDB Brazil

Creative Team

Creative Director: Moacyr Netto, Marco Versolatto, Sergio Valente; Associate Creative Director: Philippe Bertrand, Bruno Tozzini, Stephen Queiroga; Art Director: Fabio Benedetto; Copywriter: Stephen Queiroga

Other Credits

Account Supervisors: Carolina Port Range, Victoria de Almeida Prado, Ricardo Zanella, Teixeira Polika; Planners: David Gross, Marcus Davis and Cynthia Horowicz; Movie Producer: Mosquito Project; Film Director: Leandro BHL; Clients: Marcelo Fernandes Bastos Dudley, Cassio TietĂȘ

Date

July 2011

Background

Intel was a world leader in innovation. The company designed and manufactured the essential technology that was the basis for computer devices around the world.

However, in Brazil not many people knew what a processor was and why they existed.

The brief was for a branded experience which would show that besides being fast, processors could also enable amazing visual experiences.

Idea

Technology is at its most incredible when it has a human touch.

The human in this instance was Emicida, Brazil's top rap-artist. He transformed tweets into rhymes in real time and his brainwaves became art when he lent his brain to Intel at a concert for "The Creators Project' at the Bienal Pavilion, in Sao Paulo.

His performance was a metaphor for how second-generation core processors work.

The audience tweeted words, which he picked up and incorporated into his rap.

At the same time, his brainwaves were animated and projected for the audience to see.

The performance was recorded and edited as the first music video 100% connected to its audience.

Results

N/A

Our Thoughts

As freaky as it is cool, this concert turned Encido into a half-man, half-machine. How many stadium concerts have you been to where you've not only been given the chance to write the lyrics, but have yours sung right there on the spot? Sure lives up to 'Sponsors of Tomorrow.'