Intel China: Courage

JWT Beijing Looks Behind Athlete's Controversial Tattoos as Part of Brand's 'Look Inside' Platform

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Badminton star Lin Dan is the protagonist of a new campaign for Intel China, created via JWT Beijing. Mr. Dan has been touted as one of the greatest badminton players of all time, but the brand invites you to look beyond his sporting prowess to something more personal: his tattoos, marks that remain one of the most debated topics in China, where they are still considered somewhat taboo (although that too is changing, especially among the younger set.)

Each tattoo, however, tells a story. In the hero film for the campaign, they come to life as Lin plays badminton, illustrating the tales behind them. The badminton player provides the voiceover for the spot, dedicating each tattoo to the people and events in his life that have made him who he is. Accompanying videos (see them to the right) feature Mr. Dan explaining why he first got each of his tats.

The campaign is part of Intel's "Look Inside," a platform that focuses on the potential people have to do something amazing. In the U.S., the campaign most recently featured Jake Andraka, the 2012 Intel Science and Engineering Fair Grand Prize Winner who developed a new method for cancer detection.

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Jan 17, 2014
JWT Beijing
Intel China
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