Transforming Processor Power into a Cannes Silver Lion-Winning Action-Thriller Game
Intel — The Escape
Apple iAd Experience
Role & Engagement
Executive Creative Director
(Ansible / IPG Mediabrands)
The Mission Briefing
Intel provides the invisible muscle inside the world’s top computers—the assignment was to pull those hidden processor capabilities out from behind the scenes and drop them straight into an action-packed mobile experience. To launch the 2nd Generation Intel® Core™ Processors, Intel needed to move beyond benchmark specs and bring core benefits—like Turbo Boost, Smart Multitasking, and built-in gaming graphics—to life. Partnering with Ansible and OMD, the team infiltrated Apple’s newly launched iAd platform during its pioneering early phase to deploy an immersive, full-screen action-adventure game embedded directly inside native iOS apps.
Strategic & Tactical Scope
Cinematic Narrative & Concepting
Conceived and directed “The Escape”—an interactive espionage thriller where users step into the shoes of a field agent on a covert recovery mission.
Bleeding-Edge Rich Media Architecture
Orchestrated early iOS motion and touch mechanics—integrating hardware accelerometers, dual-hand multi-touch, and dynamic minigames inside Apple’s iAd framework.
Gamified Feature Mapping
Seamlessly wove Intel’s core processor benefits into gameplay mechanics, using narrative unlocks to turn technical specs into visceral field maneuvers.
Creative Concept
You Are the Hero Agent
Instead of serving passive banner ads or video clips, The Escape immediately recruited the user into a high-stakes covert operation: retrieve the stolen Intel Core processor and return it to HQ before time runs out.
Demonstrating Processor Power With Real-Life Action Skills
Speed & Agility as Sprinting —
Intel® Turbo Boost Technology
The processor’s dynamic burst speed was demonstrated through high-stakes physical agility. Agents shake their iPhone to sprint away from pursuing enemies, triggering an adrenaline surge that visually activates Turbo Boost for an extra burst of speed on the run.
Multitasking Efficiency as Lock Picking —
Intel® Smart Multitasking
Parallel processing power was translated into tactical dexterity under pressure. Players use multi-touch gestures with both hands simultaneously to pick high-security locks, physically executing Smart Multitasking to crack complex defenses.
Visual Rendering Power as Combat Mastery —
Intel® Built-In Visuals
High-definition graphics capability was showcased through fluid combat maneuvers. Players engage enemy operatives in high-intensity combat, proving the processor’s built-in visual engine through real-time, responsive action.
Data Security as Mission Extraction —
Intel® Secure Technology
Total processor reliability was framed as ultimate mission control. Players secure the stolen Intel Core processor and lock the enemies away forever, embedding the Intel brand into the operative’s mind as the ultimate tool for mission success.
Mission Accomplished
Industry Recognition & Honors
Cannes Lions International Festival of Creativity
Silver Lion Winner (Mobile)
Mobile Marketing Association (MMA) Global SMARTIES Awards
Silver Winner — Marketing Strategy for In-App Advertising (Gaming/Rich Media)
Industry Acclaim
Hailed across tech and media channels as “Intel’s most ambitious and imaginative mobile advertising campaign to date.”
Impact & Metrics
5,000,000+ Agents Enlisted
Over 5 million users accepted the mission and engaged with the interactive operation.
200%+ Benchmark Outperformance
Neutralized the competition by outperforming all other in-market iAds by over 200%.
4x Lift Over TV Advertising
Outmaneuvered traditional broadcast media, fueling nearly 4x higher brand preference compared to TV commercials.
3x Lift Over Digital Display
Favored almost 3x more than standard internet ads, driving massive increases in overall brand recall.
