INTEL | THE MUSEUM OF ME | 2012
When a museum of you leaves you staring at yourself / INTEL "THE MUSEUM OF ME"
The photos and "likes" you'd been piling up on Facebook suddenly became a museum dedicated entirely to you. Released in 2011, this app brought home six Cannes Lions, including three Golds.
The problem
The year was 2011, when Facebook still held overwhelming sway as the tool people used to record their everyday lives. Everyone kept posting photos and status updates, but that data just flowed by without ever being turned into something meaningful.
The insight
The aim was to turn the unconscious vanity of the Facebook timeline against itself. The thinking was that if you took the psychology behind wanting to show off your posts to others and recast it as a museum, people would find it fun enough to spread it on their own.
The idea
The concept was simple: just connect to Facebook. Fragments like your friends' faces, the photos you'd posted, and the words you used often would line the gallery walls like fine art, and in the end, your friends' faces would come together to form a portrait of you. The music was composed by Masakatsu Takagi, with Rhizomatiks handling the technical side.
What happened
Made to promote the Intel Core i5, this campaign won six awards at Cannes Lions in total: three Gold, two Silver, and one Bronze. With almost no ad spend, it spread through a structure where users built their own museums and shared them on their own.
Afterthought
If someone told you "Turns out your profile is basically museum-worthy," you'd click without thinking twice, right? What's amazing is how the whole thing is built around that double-edged pull—people call it creepy, but they can't look away. You think you're hearing about a CPU, and somehow you end up staring at yourself instead. I'd call this one of the ideal forms of branded content.
Awards
- Cannes Lions Gold 2012
