2014

Pereira & O'Dell wins 2013 Cannes Lions Cyber Grand Prix Intel and Toshiba's social film "The Beauty Inside" takes top honor

CANNES, France, June 20, 2013 /PRNewswire/ -- The winner of the 2013 Cannes Lion Cyber Grand Prix is "The Beauty Inside" (www.thebeautyinsidefilm.com) presented by Intel and Toshiba, created by agency Pereira & O'Dell.  The pioneering social film is an interactive web program presented by Intel and Toshiba where anyone can play the lead character of Alex. The film is directed by Sundance winner Drake Doremus ("Like Crazy"), and stars Topher Grace ("That '70s Show," "Spider-Man 3"), Mary Elizabeth Winstead ("Abraham Lincoln: Vampire Hunter," "Scott Pilgrim vs. The World") and Matthew Gray Gubler ("500 Days of Summer," "Criminal Minds").

(Photo: http://photos.prnewswire.com/prnh/20130620/SF35859)

Johan Jervoe, VP sales and Marketing, Director Partner Marketing at Intel Corporation, said of the campaign, "Social film is largely uncharted territory and we have managed to take these creative risks with Pereira & O'Dell. We have a mutual trust that told us to go with our gut to create a series audiences would love. Stay tuned…"

In addition to the Cyber Lions Grand Prix for Best Digitally led Integrated Campaign, The Beauty Inside received a Gold Cyber Lion in copywriting and two Silver Cyber lions for Best Video and Best Community Application. Earlier this week, The Beauty Inside also won a silver Promo lion in durable goods and a bronze Direct lion in consumer goods.

"Content is becoming more and more of an important part of the strategy for Intel and Toshiba to reach out to this younger audience. Experimenting with social and Hollywood has attracted them to a lighter, but deeper message they actually enjoy," said PJ Pereira, Chief Creative Officer and Co-Founder of Pereira & O'Dell.

"The Beauty Inside" tells the story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside, but on the outside, he is somebody else. When he meets Leah and falls in love, everything changes for him. He knows he will see her again, but she will never see him. Because Alex's appearance changed every day, all fans—male or female—were invited to audition for the lead role of Alex. This underlying social component allowed the audience to engage and star alongside Hollywood big shots. Audience members also played Alex throughout the experience on his Facebook timeline via photos and videos, contributing to his narrative every step of the way.

This charming Facebook experience features an omnipresent character in the form of a Toshiba Portege Ultrabook with Intel Inside, which Alex uses daily to chronicle his changing appearances and attempts at a meaningful relationship. The series gave Intel and Toshiba a chance to interact with and provide a branded entertainment experience to a younger generation of consumers engaged in social media.

A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, German, Italy, Philippines, Canada and Spain. An additional 50+ Alexes were selected/featured on the Facebook timeline. Alexes were chosen from over 4,000 auditions on Facebook.

With 70MM views, 97,000 likes on Facebook and a remarkable 97% approval on YouTube, "The Beauty Inside" wowed and attracted new fans as well as auditions to play Alex throughout the 6 week series. During the series, Intel and Toshiba experienced a 360% increase in sales. On June 14, the series received a Daytime Emmy for Outstanding New Approach to a daytime series, making it the first "ad" to beat out regular programming.

The Cannes Lions International Festival of Creativity is currently taking place in Cannes, France and is being attended by close to 12,000 delegates. The winning works are available to view on www.canneslions.com.

FULL CAST & CREDITS: "The Beauty Inside"

Client: Intel
Johan Jervoe, VP, Sales and Marketing Group; Director, Partner Marketing
Ryan Baker, OEM Partner, Marketing Manager
Billie Goldman, Co-Marketing Manager, Partner Marketing
Arturo Litvin, Regional Market Development Manager

Client: Toshiba America Information Systems, Inc.
Carl Pinto, VP of Marketing
Ron Smith, VP of Content 
Tom Hume, Director of Communications
Michele Nguyen-Gueron, Advertising Manager

Lead Agency: Pereira & O'Dell
PJ Pereira, Chief Creative Officer
Jaime Robinson, Executive Creative Director
Jason Apaliski, Creative Director
Neil Ramanan, Copywriter
Chaz Whitworth, Art Director
Jeff Ferro, Executive Agency Producer
Elisa Moore, Film Producer
Erin Davis, Senior Interactive Producer
Gary Theut, Client Services Director
Henry Arlander, Management Supervisor
Lisl Schilperoort - Account Executive
Nick Chapman, Director of Strategy
Justin Cox, Strategy Director
Josh Brandau, Director of Media Strategy
Dan Beer, Media Supervisor
Liz Bell, Media Strategist 
Pete Fishman, Media Strategist 
Xandra Ess, Business Affairs Director
Angela Eddleman, Business Affairs Manager
Molly Parsley, Publicist
Corey Lenhart, Production Intern/Fan Consultant

B REEL
Digital Production: B-Reel
Film Director: Drake Doremus
Screenwriter- Richard Greenberg/Drake Doremus/B-Reel
Executive Producer Film- Susan Rued Anderson
Head of Production Film - James Okumura

LOST PLANET EDITORIAL 
Trailer Editor- Tyler Higgins
Freelance Assistant Editor- Derek Drouin
Assistant Editor- Jason Dopko
Executive Producer- Gary Ward
Producer- Jaclyn Paris

Sound Design and Mixing by- Ravenswork
Mixer and Sound Designer- Robert Feist

LAUNDRY!
Creative Directors- PJ Richardson, Anthony Liu
Executive Producer- Michael Bennett
Head of Production- Eric Badros
Design and Animation- Yongmin Park

NTROPIC
Creative Director- Nathan Robinson
Flame Artist- Matthew Tremaglio
Head of Production- Melissa Warhaftig
Producer- Jenna Louie

FILM PRODUCTION TEAM 
Line Producer- Richard Berman
Production Supervisor- Mark Aran
Director of Photography- Sean Stiegemeier
Communication Coordinator- Marcella Taylor
Film Editor:  Annette Davey
Trailer Editor:  Tyler Higgins
1st Assistant Director- Sean Vawter
2nd Assistant Director- Roger Udwin
2nd 2nd Assistant Director- John Jon Perez
Production Designer- Katie Byron
Music Composer- Dustin O'Halloran
Score Mixer- Francesco Donadello
Art Director- Linn Gelert
Set Decorator- Eric Troop
Prop Master- Bruce Corkum
Assistant Props- Spencer Rochfort
Leadman- Matthew Murphy
Driver- Kevin Morris
Set Dresser- Chad Axman
Set Dresser- Jonny Day
Set Dresser, Jack O'Brien
1st A Cam Operator, Joe Segura
2nd AC, Christine Hodinh
2nd AC - Jacqueline Stahl
Crane Operator- Connor Vandeer
DIT- Jamie Metzger
Gaffer- Chad Cohlmia
Best Boy Set Lighting Tech- Bobby Dechellis
Set Lighting Tech- Brandon Delgado
Set Lighting Tech- Joe Passarelli
Set Lighting Tech- Mike Woodside
SLT / Driver- Chris Neitzel
Key Grip- Mark Polanski
Best Boy Grip- Nathaniel "Spook" James
Grip- Rudy Covarrubias
Grip- Hector Canales
Grip- Jeff Baker
Grip- Jayson Rury
Grip- Ricky Rosales
Grip Driver- Will Gonzalez
Grip/Driver- Dane Harvey
Script Supervisor- Lori Grabowski
Script Supervisor- Erin Connarn
Sound Mixer- Monty Buckles
Boom Operator- Jon Orr
Boom Operator- Vince Shelley
VTR Operator- Michael Moretti

CAST

Episode 1-
Alex 1- Ben Jones
Girl in Bed- Amalia Holl
Alex 2- Bambadjan Bamba
Alex 3- Takayo Fischer
Alex 4- Kody Matchelor
Alex 5- Nathalie Love
Alex 7- Marshall Manesh
Alex 7- Mara LaFontaine
Alex 8- Corey Jay Lenhart
Alex 9- David Hoflin
Alex 10- Steve Zissis
Alex 11- Siena Goines
Alex 12- Daniela Garcia
Alex 13- Tylan Brock
Alex 14- Shingo Teshima
Alex 15- Kate Welbourn
Alex 16- Aaron Van Geem
Alex 17- Kelli Jackson
Alex 18- Jeff Ward
Alex 19- Jordan Masterson
Jessica from the Bar - Io Bottoms
Courtney from the Bar- Paget Kagy
Heather from the Bar- Heather Hahn
Alex 20- Darrell Lake
Woman from the Bar- Elaine Kagan
Alex 21- Rick Doremus
Alex 22- Stephen Young
Alex 23- Cris Casillas
Girl from the Bar- Sheila Carrasco
Alex 24- Luis Fernandezgil
Alex 25- Jack Axelrod

Episode 2-
Alex 26- Keeley Hazell
Alex 27- Oliver Muirhead
Doctor- Bruce French
Alex 28- Stephen Nettles

Episode 3-
Alex 29- Anna Akana
Alex 30- Matthew Gubler
Alex 31- Uehara Hiroyasu
Alex 32- Alex Smiley
Alex 33- Thaovy Van
Alex 34- Barbara Neto

Episode 4
Alex 35- Marcus Timmons
Alex 36- Eric Edelstein
Alex 37- Melvin Gregg
Alex 38- Zhao Wenhe
Alex 39- Alfonso Corter
Alex 40- Raphael Largeron Azzuro
Alex 41- Tanja Von F
Alex 42- Rika Ooshiro
Alex 43- Angel Francisco Gonzalez Valdes
Alex 44- Marcus Griffin
Alex 45- Jolly Roger
Alex 46- Robert Miragliotta
Alex 47- Erika Lyn De Guzman
Alex 48- Julia Segui Ripoll
Alex 49- Mark Alessio
Alex 50- PJ Edwards

Episode 5
Alex 51- Caitriona Balfe
Alex 52- Michelle Porter
Alex 53- Tyler Tarver
Alex 54- Louisa Phung

Episode 6-
Alex 55- Brian Prisco
Man Mistaken for Alex- Robert Adler
Alex 56- Laurie Johnson
Alex 57- Justin Marshall Elias
Alex 58- Jesse Schonberg
Alex 59- Hector Gonzales

Story by- Pereira & O'Dell

Screenwriter- Richard Greenberg
Executive Producer- Pelle Nilsson
Executive Producer- Susan Rued Anderson
Head of Production- James Okumura
Line Producer- Richard Berman
Production Supervisor- Mark Aran
Director of Photography- Sean Stiegemeier
Communication Coordinator- Marcella Taylor

1st Assistant Director- Sean Vawter
2nd Assistant Director- Roger Udwin
2nd 2nd Assistant Director- John Jon Perez
Production Designer- Katie Byron
Music Composer- Dustin O'Halloran
Score Mixer- Francesco Donadello

Art Director- Linn Gelert
Set Decorator- Eric Troop
Prop Master- Bruce Corkum
Assistant Props- Spencer Rochfort
Leadman- Matthew Murphy
Driver- Kevin Morris
Set Dresser- Chad Axman
Set Dresser- Jonny Day
Set Dresser, Jack O'Brien
1st A Cam Operator, Joe Segura
2nd AC, Christine Hodinh
2nd AC - Jacqueline Stahl
Crane Operator- Connor Vandeer
DIT- Jamie Metzger
Gaffer- Chad Cohlmia
Best Boy Set Lighting Tech- Bobby Dechellis
Set Lighting Tech- Brandon Delgado
Set Lighting Tech- Joe Passarelli
Set Lighting Tech- Mike Woodside
SLT / Driver- Chris Neitzel
Key Grip- Mark Polanski
Best Boy Grip- Nathaniel "Spook" James
Grip- Rudy Covarrubias
Grip- Hector Canales
Grip- Jeff Baker
Grip- Jayson Rury
Grip- Ricky Rosales
Grip Driver- Will Gonzalez
Grip/Driver- Dane Harvey
Script Supervisor- Lori Grabowski
Script Supervisor- Erin Connarn
Sound Mixer- Monty Buckles
Boom Operator- Jon Orr
Boom Operator- Vince Shelley
VTR Operator- Michael Moretti
Wardrobe Stylist- Nola Roller
Wardrobe Asst.- Alana Morshead
Production Assistant- Diana Dillon
Make-Up- Stella Tzanidakis
Make-Up Asst.- Marianna Elias
Make-Up Asst.- Michele McKaig
Make-Up Asst.- Allasigga Jonsdottir
Make-Up Asst.- Noelle Shelley-Mup
Make-Up (Topher Grace) - Jorjee Douglass
Location Manager- Steve Woroniecki
Gangboss- Keeldar Hamilton
Moho Driver- Brandon Hernandez
Honeywagon Driver- Wayne Flowers
Talent Moho Driver- Chris King
Chef / Driver- Tyrone Melton
Van Driver- Bud Graves
Van Driver- Don Vos
Craft Service- Jimmy Campbell
Still Photographer- Derek Wood
Director's Assistant- Nicholas DeAcetis
Casting- Bright Daniel's Casting
Interactive Casting- Maria O'Driscoll
Interactive Writer- Charlie Short
Casting Director- Maria O'Driscoll
Casting Associate- Noella Van de Voorde
Casting Associate- Ivan Nemergut
Casting Assistant- Aaron Rubin
Casting Assistant- Ariela Emery
Casting Assistant- Kady Kamakate
Casting Assistant- Kevin Marciano
Casting Assistant- Yvonne Ortiz

Production Assistants
Office- Amber Cannon
Production Truck Driver- Brayden Baird
Camera Truck- Jeremy Nickerson
Wardrobe- Stefan Vino-Figueroa
PA- Lawrence Dotson
PA- Andrew Janes
PA- Mary Beaven
PA- Shaine Meulmester
AD- Bola Ogun

Behind the Scenes- Guerilla Hollywood
Executive Producer- Justin Purser
Executive Producer- Michael Mihail
Producer- Sacha Smith
Camera Operator- Megan Woeppel
Audio Engineers- Ryan Canestro, Lawrence Fried
Color By - Hollywood Digital Imagination
Colorist- Aaron Peak
Film Editor- Annette Davey

Music

Music Supervisor- Tiffany Anders

Trailer and First Look-
""Let's Fall Asleep Together"
Written by Teen Daze
Performed by Teen Daze
Courtesy of Lefse Records"-

-

"Somebody's Baby"
Written by Sarah Assbring
Performed by El Perro Del Mar
Courtesy of The Control Group
By Arrangement with Bank Robber Music"-

Episode 1

"Better"
Written by Kristina Lieberson, Katherine Lieberson
Elizabeth Lieberson, Jane Herships, and Maia Ibar
Performed by TEEN
Courtesy of Carpark Records"-

"Drifting In and Out"
Written by Mauro Remiddi
Performed by Porcelain Raft
Courtesy of Secretly Canadian
By Arrangement with Bank Robber Music

Episode 4-

"Just Like Honey"
Written by James Reid, William Reid
Performed by The Jesus and Mary Chain
Courtesy of Warner Music U.K. Ltd.
By arrangement with Warner Music Group Film & TV Licensing"-

"Coastal Brake"
Written and Produced by Scott Hansen
Performed by Tycho
Licensed Courtesy Ghostly International"-

Episode 5-

"Brave World"
Written by Phil Moore and Beth Tacular
Performed by Bowerbirds
Courtesy of Dead Oceans
By Arrangement with Bank Robber Music"-

"Master Sigh"
Written by Andrew Bird
Performed by Andrew Bird
Courtesy of Wegawam Music Co./Fat Possum Records"-

"8th of June"
Written by Philip Ekström
Performed by The Mary Onettes
Courtesy of Labrador Records
By Arrangement with Natural Energy Lab"-

Episode 6-

"Manchester"
Written by K. Ishibashi
Performed by Kishi Bashi
Courtesy of Joyful Noise Recordings

SOURCE Pereira & O'Dell



RELATED LINKS
http://www.pereiraodell.com
http://www.thebeautyinsidefilm.com

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