The Beauty Inside

The Beauty Inside is an ongoing film where the audience can play the main part. Watch the video, then like it to hear about the next episodes or audition to play Alex yourself on our Facebook page.

Toshiba and Intel's 'The Beauty Inside' has been named the best transmedia campaign at this year's Cannes Lions Festival of Creativity in The One Centre's Branded Arts Review.  The project recruited actors via social media and gave audiences the chance to upload video diaries that were shared on Facebook.  John Ford, chief executive of The One Centre, said the 2013 Lions would be remembered as the festival where branded entertainment came of age across a range of categories.  "Our industry globally has been talking about the art of storytelling as the new age of engaging people with products and that platform shone through very clearly this year in Cannes," he said. "Great storytelling is most effective in transmedia formats and we believe this genre will accelerate significantly in the short and long term.

The Beauty Inside allowed the audience to play a lead role of shape shifter Alex. 26 people participated in the scripted web series alongside Hollywood stars, and 50 people shared their own stories on The Beauty Inside Facebook page via photos and videos.

The combination of celebrities, audience participation and a powerful story engaged audiences and led to the viral success of the web series, which received 5.2 million views on YouTube

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