The Looping Group continues its collaboration with ASUS. The current global marketing campaign "Incredible Comes From Within" conveys powerful product features of the new Zenbook through emotional storytelling and internationally renowned artists. Real-life stories act as transmitters of the message.

Sustainability plays the main role in the Zenbook 2023 series (the Asus ZenBook 13 UX325EA is Energy Star certified and made of recycled materials, including aluminum alloy and plastics). At the same time, the laptops are powerful, very thin and light.

LOOPING GROUP translates this minimalism into a maximum experience, into an adventure. The stories of three people are told, who create extraordinary things precisely because they consciously limit themselves, leave out the unnecessary in order to find new ways. Each story is based on a true event.

Authentic stories that are emotionally compelling: This is what the overall strategy of the Zenbook campaign "Incredible Comes From Within" developed by LOOPING GROUP is all about: it celebrates creativity as one of the great means to help change the world a little bit. The fact that you can create beautiful things without leaving devastating traces on the planet is an important message in the current times.

This story is carried by the three protagonists - Kirshia Govender diving and freeing the oceans from plastic with her own hands, Bartosz Wojczyński creating breathtaking celestial images while wandering alone through landscapes and nights, and Liz West creating meditative spacescapes created with light alone.

For marine biologist Kirshia Govender, the Zenbook S 13 OLED is a reliable companion for the protection of marine life and in the fight against global plastic pollution. Its eco-friendly design and light weight are the perfect complement to her sustainable cause. The lightweight Zenbook allows her to work flexibly in different places.

Self-taught astrophotographer Bartosz Wojczyński, found the Zenbook 14X OLED to be the ultimate ally. Its exceptional performance, powered by the Intel Core i9 H-Series processor and NVIDIA GeForce RTX 3050 graphics, gives Bartosz the processing power he needs to bring his stunning astrophotography to life.

Renowned color artist Liz West relies on the Zenbook 14 Flip OLED to accurately reproduce colors and bring her vibrant artwork to life. The ultra-vivid 2.8K OLED touchscreen with Pantone ValidatedTM perfectly complements Liz's goal ("heightened sensory experience radiant light and vibrant colors").

"Our 'Incredible comes from within' campaign is not just about the power of the new Zenbook series, but about the power of creativity itself. The sustainability of the new Zenbooks inspired us to tell real stories of people creating great things in sustainable ways. They're transforming meditative spaces through light, saving sea creatures, and capturing our galaxy in breathtaking images - precisely because they're meaningfully reducing their means and impact on the environment. Just like the Zenbooks too, these are the companions on their mission to create a more sustainable, better and kinder world," says Dominik Anweiler, Chief Creative Officer of Looping Group.

Coraline Lin, Senior Marketing Manager at ASUS, says: "Our cooperation is based on trust and a deep understanding of each other and the cause. LOOPING has once again succeeded in repositioning innovatively for all global markets and once again enhanced the brand's image, leveraging the brand's 'in search of incredible' DNA. LOOPING has once again hit a nerve with its approach."

Gwendolyn Eckert, Business Director of LOOPING GROUP, says: "The challenge of the INCREDIBLE COMES FROM WITHIN CAMPAIGN is that we are implementing true documentary storytelling, as well as a campaign mechanic that provides an effective toolbox of assets for all of Asus' global markets. We're proud that in the first campaign flight with light artist and influencer Reuben Wu, we already proved that this is not an either-or, but complementary - and in the end we were even able to reach a lot of people with organic content on Instagram."

Asus (customer): ASUS Senior Product Marketing Manager: Coraline Lin. ASUS Global & Territory PC Product Marketing: Alice Chien. ASUS Global Product Marketing Manager: Giselle Chiu.

Looping Group (Agency): Client - Business Director: Gwendolyn Eckert; Account Management: Emily Maitland. Creative - CCO: Dominik Anweiler; Executive Creative Director: Richard Gostelow; Creative Director: Lukas Palm; Art Direction: Friederike Hamann, David Starosciak, Niklas Hail, Sofia Apunnikova, Franziska Stegemann, Ekaterina Kachavina, Nadeen Alattar; Agency Producer: David Osterkorn, Dennis Hölter; Talents - Marine Biologist: Kirshia Govender; Spatial Color Artist: Liz West; Astrophotographer: Bartosz Wojczyński. Production - Production Company: Peoplegrapher Director: James F. Coton; DOP: Matias Penachino; Executive Producer: Jack Gregory Donald; Producer: Sabrina Neuhaus; Production Assistant: Rebecca Zehner; Photographer: Manuel Nagel. 3D Compositing - Vinzent Britz. Service Production: Caravan; Service Executive Producer: Nikita Leibovici; Service Producer: Blerta Kelmendi; 1st AD: Mjellma Istrefi. Postproduction: Peoplegrapher; Edit: James F. Coton; Niklas Lemburg; Grading: Emiliano Serantoni; Composition, Sound Design & Mix: BMM Network; Photo postproduction: Blink Imaging.