Need to do things #onthefly? Asus shows how
The pressure to get everything done is something we can all relate to. Juggling a busy work and private life can leave even the most intrepid modern men and women feeling a little overwhelmed. In the new global ASUS film ‘Modern Birds‘ from creative outfit SuperHeroes, the brand turns to birds with arms to solve the to-do-dilemma: how to get everything done on the fly?
This is SuperHeroes’ first work for ASUS since winning the business on a global scale. It is also the first campaign to launch from the Amsterdam-based agency’s new SuperHeroes NY Inc. outpost. The agency is responsible for a number of viral successes, including LG’s terrifying elevator stunt ‘So Real it’s Scary’.
Modern Birds is the first in a series of three online films to promote the ASUS 2-in-1 Transformer Book T100. In each of the films, the T100 is presented by Edward, a Tufted Titmouse. With his two fully-functioning arms, he’s a living ode to the Internet meme ‘Birds with Arms’.
The birds – like us humans – struggle to make time for the finer things in life. However, the ultraportable 2-in-1 ASUS Transformer Book T100 enables Edward to be productive on the fly, anytime and anywhere. It’s a laptop when you need it, a tablet when you want it.
“Modern working may be something people like to bore their friends about, but bring birds with arms into the picture and suddenly you have their full attention,” said Rogier Vijverberg, ECD of SuperHeroes.
The campaign is being launched at one of the busiest times in the retail calendar, to encourage buzz and purchase in the Christmas gifting market. The global #onthefly campaign will comprise the online films, TVC, cinema, online display, a ‘What Bird Are You’ Facebook game and social media.
“Casting birds that actually had arms was a challenge, but once done, we found most of them remarkably open to direction and very patient,” added Andrew Watson, of production company Minivegas.
Credits:
Client: ASUS
Chinwen Weng, Clio Kuo, David Chen
Agency: SuperHeroes
ECD Rogier Vijverberg
Copywriter Elliot Stewart Franzen, Dimitri Hekimian
Art Director Quentin Deronzier
Designers Nando Pawirodikromo, Krister Lima
Client Services Director Django Weisz Blanchetta
Producer Evelien Schenkkan, Severien Jansen
Strategic/Planning Director Felipe Camara
Interactive Designer Krister Lima
Developers Chris Noble-Partridge
Production Company: Minivegas
Directors Andrew Watson, Maarten Boon
Scriptwriter Andrew Watson
Executive Producer Brian Bourke
Producer Sanne Rosinga
Post Producer Marloes de Rijke
Editor Sander van der Aa
Lead Compositor Sven de Jong
Post-Production Company: Minivegas
Sound Design Kaiser Sound
