Matthew Miller
Nov 14, 2013

Asus exhibits power of 'transformation' in new global campaign by Bates CHI & Partners

SINGAPORE - A convertible laptop turns a man's first day on the job from a dull affair into a dramatic, hallucinatory adventure in the first major campaign by Bates CHI & Partners for Taiwan-based consumer-electronics maker Asus.

wide player in 16:9 format. Used on article page for Campaign.

The 'Transformation day' campaign, including TV, cinema, digital and social media, as well as retail, will run in countries including Australia, China, Japan, Malaysia, Singapore, Taiwan, the UK, Denmark, France, Italy, Russia, Spain, and Sweden, and the US.

Intended to dramatise the flexibility of the company's Transformer Book products (laptops with a detachable screen/tablet), the 90-second film that is the centrepiece of the campaign transitions rapidly between the grey corporate world and luridly visualised adventures featuring a menagerie of animals, multiple locations and ample sex appeal.

The agency avows that it used the Transformer Books in the production—written by Leo Poloniecki, art directed by Mark Cleary and directed by Noah Harris through Blink Productions in a four-day shoot in Vancouver.

Phase two of the campaign, according to the agency, will give viewers a chance to "transform the film itself" by uploading their own images and videos.

“Creating great content will always be at the center of what we do,” said David Mayo, CEO of Bates CHI & Partners. “But it is increasingly essential to invite consumers to participate and take a more active role in the evolution of an idea.”  

Jeff Yang, global marketing director for ASUS said the campaign "captures our brand belief in the power of transformation" and underscores the company's desire to help customers in their "search for the incredible”. 

Bates CHI & Partners won the work in July.


Creative Agency: Bates CHI & Partners
Creative Director: Stuart Mills
Art Director: Mark Cleary
Copywriter: Leo Poloniecki
Account Director: Joby Jose
Production partner: Redworks
Head of Broadcast: James Brook Partridge
Music: Thorugh MassiveMusic Shanghai / MassiveTalent
Artists: Supercity out of Amsterdam

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