• Situation

Intel inside has been the key value that consumer would like to purchase or to pay more. But the two metrics declines since 2012: Leaders in breakthrough tech/More innovative that others. The brand was losing ground, and in many ways, "inside" had become "invisible".

• Brief:

1. Reposition, revitalize and transform the Intel brand through high affinity activities for the millennial (entertainment, music and sports);

2. Redefine the word "inside" by connecting the INSIDE with the OUTSIDE, from being seen as a PC component, to becoming an experiential exponent;

3. Intel leading technology should be the center of the experience.

• Objectives

1.Make Intel brand visible, tangible, and experiential;

2.Intel is more innovative and is the leader in breakthrough technology;

3.Associate Intel with technologies other than just PCs.

The Hyper-Sense Music Shirt, which can turn sounds into tangible feelings,is powered by Intel processing and IoT chipsets, empower the hearing impaired to feel the nuance of sound, opening a new sense of perception.

On July 20, 2017, this smart wearable device brought them onto the perfect stage: My Future, the most popular technology show in China, to present to the world the limitless possibilities brought by technology. For the first time, without signing interpreter’s help, the hearing impaired dancers gave us an amazing performance. Finally, through their bodies, they heard the sound of their dream and surpassed themselves. The whole world witnessed the power and the warmth of technology.