ASUS Business Lets You 'Upgrade to Incredible' in Campaign from Byron McKenzie

Leading technology brand ASUS Business has launched its latest campaign, 'Upgrade to Incredible'. The spots take the viewer on a journey across different business industries, exploring the incredible possibilities of growth when companies upgrade with ASUS.

ECD at Byron McKenzie Kiefer McKenzie says: “Rather than just seeing upgrading as a chore to improve hardware, the campaign aims to get key decision makers to see it as an opportunity to improve everything. It’s a way for ASUS Business to begin a conversation with their potential customers and to get them to redefine what ‘upgrading’ can mean to their business.”

Tommy Tai, ASUS commercial PC global campaign director says: “Sharing our brand vision is ever more critical as modern technology plays a profound role for companies to not only achieve growth but enable them to break through. With BM and Vantage’s partnership, we were able to deliver that vision through compelling, meaningful, and human stories.” 

When it came to shooting the campaign, director Paul Moore says: “The whole production was incredible! We shot the campaign in Vietnam, which also ended up being a very cost-effective solution for the 20+ locations needed to tell these epic films. But you would never know! The production team really pulled off a global look.”

Continuing the theme of 'Upgrade to Incredible' a 2nd spot was produced targeting the education industry.

Executive producer James Duong says: “The brief called for around 200 diverse talent (including extras) from India, North America, Asia, and South America. We had originally planned to fly in some key talent from around the region, but in the end were able to do all the casting in Saigon.”

VFX was handled by Bangkok based VFX house Bassugga Studio, who worked closely with the team to create a particularly complex CGI timelapse shot of a skyscraper being constructed.

Director Paul Moore added: “I love the epic scale of the films and the aspirational tone it brings. It’s a good day whenever we can tell a story for a technology brand that isn’t just about tech specs.”

The 'Upgrade to Incredible' campaign will be launched through various digital channels, including online video and social media.