Intel: Super Bowl Drones
At a time when the world's biggest brands fight for attention in the crowded Super Bowl advertising space, we took a different approach.
We created a unique form of entertainment that seamlessly integrated Intel technology with the Super Bowl Halftime Show. With 150 million viewers watching, we launched 300 drones into the sky to create a synchronized light show that kicked off Lady Gaga's performance.
It was the first drone integration on television and it demonstrated an entirely new application for the technology: entertainment and live events.
The show was the most ambitious project the Intel drone team had ever attempted, but we still needed to stamp Intel's name on it. We let the drones speak for themselves with two commercials that ran after the performance.
We also created an online film published the week after the show that told the story of the drone team behind the performance and kept fans engaged weeks after the show.
Cannes: Silver Lion, Digital Craft; Bronze Lion, Media; Shortlist: Innovation, Cyber, Entertainment for Music
One Show: Silver Pencil, Innovation in Branded Entertainment