Kitcatt Nohr Digitas

Kitcatt Nohr Digitas has launched a major global campaign for ASUS, in partnership with Intel Corporation. The campaign, “In Search of Incredible,” includes films directed by acclaimed Senna director Asif Kapadia, and starring American musician, filmmaker and philanthropist Jason Mraz.

The campaign was originated by Kitcatt Nohr Digitas, in partnership with Lateral Amsterdam, and is being localized and transcreated by TAG in individual countries.

The campaign sets out to find the most incredible stories in the world – stories worthy of the new ASUS N Series with a 2nd generation Intel® Core™ processor. These stories are captured in a series of web films created by Kitcatt Nohr Digitas and featuring Grammy Award-winning artist Jason Mraz. The films are produced by Kream London, and directed by Asif Kapadia, winner of awards around the world and the director of Senna, which is the highest-grossing British documentary film of all time and currently number one on the Amazon DVD bestseller list.

Viewers are invited to submit their own incredible stories on the website www.insearchofincredible.com. Consumers can upload their own description plus video, photo and sound content. Each story will be viewed by a panel of judges, who will choose one winner from each country. These country winners will receive a new ASUS N Series laptop. One overall winner, voted for by consumers and Mraz, will have their story made into a short film and get to see it premiered at a special event with Mraz during one of the world’s leading film festivals in Park City, Utah.

Kitcatt Nohr Digitas has also developed a social media program to support the launch, including an “In Search of Incredible” , a , an influencer engagement program and content distribution on existing ASUS and Intel social channels in each market and globally.

The campaign will also use (which has over 9 million members) and to distribute campaign content as well his personal “incredible experiences” as he journeys throughout the world on his tour.

Other campaign activity includes press ads and out-of-home with photography by the legendary Don McCullin, as well as TV and cinema advertising and a major experiential campaign across London, Stockholm, Milan, New York, Paris and Berlin. This is supported by a massive push on MTV, MSN and Xbox live.

“This is a global, integrated campaign, using many media to create an experience that gets ever richer and more rewarding as you become more involved in it,” said Paul Kitcatt, chief creative officer at Kitcatt Nohr Digitas. “It will get a lot of attention, and social media will massively amplify its effect. ASUS and Intel are exciting clients - forward thinking and open to big ideas - and we're delighted to be working with them on such a large canvas.”

“Kitcatt Nohr Digitas has created an ambitious and exciting campaign to launch the N Series laptop. We can’t wait to read the incredible stories submitted by consumers worldwide and see the short film based on the winning entry.”  Silvia Yu, global marketing director at ASUS said, commenting on the campaign.