The two disparate brands have paired up to build an online community and curate five global conference events that demonstrate how technology is shaping the arts.
Simon Shipley, communications strategy manager for Intel EMEA, says that while the Vice partnership has taken Intel out of its natural comfort zone, it fits into the tech brand’s “Sponsors of Tomorrow” umbrella strategy under its “Amazing things happen with Intel” strapline.
He admits that on the surface the two brands appear worlds apart but The Creators Project allows Intel to play on the “innovation and boldness” of the brand that is not usually front of consumers’ minds.
Intel says it aims to reach a younger audience it has not traditionally targeted through content that fits into their natural media consumption habits.
Vice CEO Andrew Creighton says that the partnership is “simple, authentic and real” and is about creating a new arts and culture channel where the media brand has not previously had a presence.
Installations at the London event on 17 July include music making sculptures that play themselves, 3D sound installations, 3D paintings and interactive performances from artists such as Mark Ronson.
The London event follows a pilot event in Paris and New York.