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Two Ordinary Towns, One Epic Battle: Consumers Can Choose between ‘Boring Vs. Normal' as The Institute Pits Town Vs. Town for Toshiba Marketing Campaign
[August 17, 2009]

Two Ordinary Towns, One Epic Battle: Consumers Can Choose between ‘Boring Vs. Normal' as The Institute Pits Town Vs. Town for Toshiba Marketing Campaign


VENICE, Calif. --(Business Wire)-- A series of ten new short-form videos produced by The Institute for the Development of Enhanced Perceptual Awareness chronicle the stories of eleven residents of Boring, Oregon and Normal, Illinois; including a "green" mortician/funeral director; a fireman; a ghost whisperer; and an entrepreneur/skateboarder, as they use their Toshiba (News - Alert) laptops to follow their dreams and transform their lives beyond boring and normal. The two-minute episodes (one representing each town) will debut weekly on MySpace (News - Alert) (http://www.myspace.com/boringvsnormal) where visitors can vote from 8/1/09-9/13/09 for their favorite videos (towns). On September 14th, Toshiba will reveal the town with the most votes, awarding them with a $15,000 technology upgrade for a local school. One voter per week will also win a Toshiba Mini Laptop during the contest. Other prizes for voters include "Boring vs. Normal" t-shirts.



Developed by Y&R Brands, the verite-style project was directed for The Institute by award-winning documentary filmmaker Mark Foster over a period of two months in the two towns. Inspired by the competitive spirit of town versus town, the campaign tells the residents' own stories as they race into burning buildings, navigate a rock concert mosh pit, and even venture into a reportedly haunted warehouse to capture a paranormal investigation.

"With our history of managing complex productions and delivering compelling stories, The Institute was uniquely qualified to bring these fun and quirky mini-documentaries to life," said Scott Gardenhour, co-founder of The Institute. "The format of this campaign gave us a broad canvas to tell each of these people's stories, while remaining mindful of Toshiba's brand message." Click here to visit The Institute's Facebook (News - Alert) Page ABOUT THE INSTITUTE The Institute for the Development of Enhanced Perceptual Awareness (www.theinstituteonline.com) is an Emmy Award winning, multi-dimensional media company with the philosophy of brand science meets great storytelling. Based in Venice, CA (News - Alert), The Institute fuses the logistics and production values of feature film and television production with the demands of brand-driven marketing, to create memorable tailor-made campaigns for some of the world's largest companies.


Founded in 2001 by partners Scott Gardenhour and Michael Bay, The Institute is dedicated to creating the most innovative media and entertainment, no matter what the length, medium, or format. To do so, they have assembled an inter-disciplinary team of creative thinkers to develop emotionally engaging and entertaining content for TV commercials, the web, film, television, apps, games and beyond.

Availability: Interviews by phone in any location. In person interviews in Los Angeles. Please contact us for schedule. Bios and photos are available upon request.

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