Intel
Conflict Free
Minerals
Reggie Silver Winner
Intel made a ground-breaking pledge to use no conflict free minerals in the manufacture of of its processors and devices.
Our job was to tell the brutal story of war, murder and oppression in the Congo in retail environments where the typical messaging is about tech specs, device features and price comparisons.
This required a deft approach that balanced truth and a clear promise that had to be authentic and believable. We measured our success by creating awareness of the issue with PC shoppers that convinced all of the other top PC manufacturers to make this same promise within the next 12 months.
