Toshiba and Intel's 'The Beauty Inside' has been named the best transmedia campaign at this year's Cannes Lions Festival of Creativity in The One Centre's Branded Arts Review.
The campaign is a series of episodic online films that tell the story of Alex, a man who wakes up in a different body every day with only his laptop to record his story. The project recruited actors via social media and gave audiences the chance to upload video diaries that were shared on Facebook.
"The work is an online blockbuster that merges technology, social media and Hollywood to set the bar for branded entertainment. It is a staggering achievement," BAR wrote.
John Ford, chief executive of The One Centre, said the 2013 Lions would be remembered as the festival where branded entertainment came of age across a range of categories.
"Our industry globally has been talking about the art of storytelling as the new age of engaging people with products and that platform shone through very clearly this year in Cannes," he said. "Great storytelling is most effective in transmedia formats and we believe this genre will accelerate significantly in the short and long term."
Second on the list was Metro Trains 'Dumb Ways to Die' by McCann, described as "a master-class in storytelling". Third was Nike 'The Chance', in which the brand created a football league to give millions of young people a chance to try out for a Nike Football Academy.
Fourth place went to Dove 'Real Beauty Sketches' and fifth went to Oreo 'Daily Twist'. "All of these campaigns exhibit a brilliant understanding of storytelling and engaging with people," Ford said. "Transmedia campaign effectiveness is truly hitting new heights."
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