Acer
Chromebook and Predator
Remember when advertising was entertaining? I’m doing my damnedest to make sure it still is. I led the global pitch for Acer computing and now head up creativity worldwide for their laptop and desktop ranges. Most notable are these two, the brilliant Predator PC Gaming brand (masses of fun and award-winning) and their Mac-competitor Chromebook. The latter first - not just entertainment but comedy. Big Youtube comediennes Stevie Martin and Lola-Rose Maxwell play a frustrated laptop user and a personified, recalcitrant laptop. A global integrated campaign was led by these 3 films.
With 1.8bn PC gamers worldwide, non-console gaming is big business. The Predator range of laptops, desktops and accessories is a big chunk of that. Especially now our work has significantly grown their market share. I pitched with this idea, and we made it, which is always nice. A global integrated campaign living mainly on Digital and Social, It Lies Within has grown Acer’s gaming tribe and won multiple awards, including two Webbys. The client wanted a 60sec brand film to lead the campaign. Instead we gave them an original drama mini-series of 3 episodes, each 4 mins long, a cool mix of live action and CGI. It turned the category on its head.
Here’s a 30 sec trailer, for the time-pressured. Then the 3 episodes. After that, a quick look at some Outdoor and our Webby-winning immersive website.
Movie-poster-style Outdoor.
And that double-Webby-winning campaign website, the immersive, interactive Predator hideout. A 2 min video demo.