Asus features extreme-sport athletes to help users 'find their zen'

Asus/Intel’s ‘Find your zen’ webisodes are intended to build brand awareness of the Asus Zenbook Ultrabook product series, building upon Asus’s brand platform ‘In search of incredible’.

The campaign, which starts 10 July on a dedicated website, captures three world-renowned athletes: Jason Paul, a world champion in 'freerunning' (a variation of Parkour) from Frankfurt; Scott Byerly, the US-based ‘godfather’ of wakeskating, and Yohei Uchino, a top BMX Pro flatland rider from Tokyo.

The brand asserts that the Zenbook Ultrabook computers combine the seemingly opposing elements of beauty and power to create zenlike perfection.

Sherri Maxwell, execuive creative director of the Creative Underground, explained that the webisodes use an unconventional approach to introduce lifestyle into this new campaign. Urban people are travelling or on the go all the time, and with portable computers, they can discover their own ‘zen moment’ at any time and place.

The agency, which won the project last December, will do ‘basic seeding’ in social media to drum up interest for the webisodes.

Apart from the digital and online creative content, the agency has also created a global print campaign with localised creative, as well as outdoor creative for Australia.