Technology - Intel exhibition remasters the classics

Intel asked Hill and Knowlton to promote its products to a new audience in the creative industries, such as art, design and media professionals

Intel: goes creative
Intel: goes creative

Campaign: Intel Remastered
Client: Intel
PR team: Hill & Knowlton
Timescale: November 2010-March 2011
Budget: £100,000


- To promote Intel's products to the creative industries

- To highlight the benefits of Intel's products.


H&K's technology team challenged young, modern artists to reinterpret iconic masterpieces using digital technology. The work from 13 artists was displayed at a public exhibition called 'Remastered'. Each artist's journey was fully documented and videoed. The project also provided Intel with an opportunity to talk about the benefits of its latest processors.

Offline and online media outlets were targeted to build pre-exhibition hype and online conversation was encouraged.

Measurement and evaluation

The exhibition generated 65 pieces of media coverage, including on the BBC and in the London Evening Standard, Metro, New Scientist, Design Week and Wired.


More than 1,400 members of the public attended the exhibition over the four-day period, and 2,000 people viewed it on Intel's website. It is now being prepared for a tour of UK exhibition venues.

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