Asus and Intel 'in search of incredible' by Kitcatt Nohr Digitas
Asus and Intel have launched a global campaign starring the singer Jason Mraz. It was created by Kitcatt Nohr Digitas, in partnership with Lateral Amsterdam.
The campaign sets out to find the most incredible stories in the world, which are captured in a series of web films.
The films were produced by Kream London and directed by Asif Kapadia, who shot the documentary film Senna.
Kitcatt Nohr Digitas has also developed a social media program to support the launch, including an "in search of incredible" Facebook page and a branded YouTube channel.
The campaign will use Mraz’s Facebook page and Twitter feed to distribute campaign content, as well as his personal "incredible experiences" as he travels the world on his tour.
It also includes press ads and out-of-home activity with photography by Don McCullin, as well as TV and cinema spots and an experiential campaign in London, Stockholm, Milan, New York, Paris and Berlin. It will be supported by a push on MTV, MSN and Xbox Live.