Paralympic athlete and physician Susana Rodriguez has proven that she can achieve what she sets out to do with hard work and dedication. That’s the only way to achieve incredible things. This was the starting point that our creative team used to develop the latest ASUS campaign, ‘The incredible trail’.

The main piece of the campaign is a video based on a conceptual action documentary film, where technology is the key element that helps the protagonist achieve the incredible. We see the athlete arriving at a totally unknown place for her, a forest full of obstacles where, in addition, it is getting dark. Meanwhile, an ASUS engineer is launching lighting signals with one of the brand’s portable models, the ASUS Zenbook Pro Duo 14 OLED, which serve to guide the way for Susana and her guide, who follow these lights through increasingly steep and complicated terrain.  Finally, thanks to the light and innovative technology of ASUS, Susana manages to overcome the challenge and make a journey that, without knowing it, draws the logo of the Zenbook range of the brand.

APPLE TREE was the communications agency in charge of the strategy, creativity and PR amplification. The agency’s creative team used its NEW THINKING work philosophy to create a campaign that connects consumers and the brand in a unique and personal way.