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.