Acer’s ConceptD is a series of devices with precision and heavy performance in mind, allowing creatives to reach new heights in their work. As a completely new brand, ConceptD was facing a big challenge on how to stand out among the well-established competitors, that have already earned their reputation in the creative circles. As the brand’s first-ever international campaign, it needed to introduce the brand to its target audience in a truly remarkable and unique way.


Through carefully studying ConceptD’s main competitors and their social presence, we quickly identified reoccurring themes, which we wanted to avoid. Knowing that our target audience focuses on the product functionality, we established that ConceptD will be about empowering and inspiring creatives. ConceptD is for doers, creators – anything but generic.


We determined a unique angle and messaging for our global campaign. ConceptD’s goal is to empower creatives – our campaign wanted to do so by demonstrating the power of the ConceptD devices and then breaking down the hard work behind creative brilliance. Thus, the ‘Creativity Decoded’ campaign was born.

We identified partners from various creative disciplines and allowed them to create a visual Passion Project on ConceptD devices of their liking. We then broke the creative process for each partner down through a Behind the Scenes video and a ’Decoded’ video, showing the Passion Project stripped bare of various passes, sketches, layers.


Main campaign content was presented on a central hub, the official ConceptD website, and amplified across a number of social media channels in a variety of ad formats – from bite-sized mobile-friendly shorts to dynamic display ads – to grant maximum access for creatives of all types.

  • The global community of creatives had immense interest in the campaign, generating over 30 million video views across all platforms.
  • Over 1.5 million clicks from those who wished to learn more about the campaign and the products.