Intel are looking to target their 'overwhelmed audience' who average at sixty-five years old, to ensure even before they need a new laptop or computer that they must get one with Intel inside. The brief called-out for a digital campaign.
Sixty-five year olds feel left out with modern day advertising - either neglecting them completely or focus heavily on their age without understanding what it's really like to be it. This campaign focuses only on the positive and keeping the messaging simple. When they say 'yes' to Intel, they're really saying yes to so much more.
Full Brief (case study video at bottom of page).
As this was a tougher brief, as a result of an unfamiliar audience, there was a lot of process behind it.