How many PR campaigns propel a brand out of its natural tech news home and become one of Time magazine’s Innovations of the Year in the process?

It all started with a simple standard objective: ‘bring to life Intel’s Centrino wireless networking proposition’. With Intel being an implicit brand with no real physical presence for the general consumer, red advised simply to take the brand ‘outside’. The result: the Intel Wireless Surfboard enabling people to ‘surf while they surfed’. Replicated in six markets, generating 59 million OTS in 25 markets and still receiving global press coverage today. One simple red idea has pivoted Intel from technology brand to lifestyle brand across the globe.

Anand Chandrasekher (Intel VP) carried the surfboard on stage at Intel’s Global Developer Conference, San Francisco and declared “Ingenuity is alive and well”.

This campaign won the Best Sponsorship Campaign at the Sabre Awards 2005 and was also a finalist at the PR Week Awards 2005 (Technology and Sponsorship category).