The Museum of Me

Why it works

Connect your Facebook account and The Museum of Me built a gallery of your own life. A short, first-person film led the visitor through a quiet exhibition in which their friends, photos, posts and Likes hung on the walls like works of art. Made by Projector in Tokyo to promote Intel's Core i5 processor, it barely mentioned the chip; Intel's Asia-Pacific brand strategy director said the point was an experience people would want to share, not a product message. Even the score was social: the composer Takagi Masakatsu mixed in voices sent by his Twitter followers. It is studied as an early and unusually elegant use of the social graph as creative material, a forerunner of the personalised data stories brands now produce every year. The agency reported 790,000 shares to Facebook in the first two weeks. At Cannes in 2012 it won three Gold Lions, in Cyber, Film and Branded Content, and it also took a Grand Clio and a Webby.