What do you want to do in life? Where do you see yourself in 5 years? What's your idea for yourself? Will your next project be as good as the last one? You don't know? That's... good. The world belongs to those who don't know yet. The "For Those Who Don't Know Yet" campaign, promoting ASUS Zenbook laptops based on the Intel EVO platform and Windows 11, is built around this guiding idea. The ambassador of the campaign is Krzysztof Zalewski.
"I don't know" as fuel for growth
In the campaign carried out by ASUS and Microsoft, "I don't know" means the energy to question what is and to discover what could be. It is fuel for asking questions and searching - for your place in life, the next breakthrough in science, the next verse, the next work. "I don't know" is difficult - it requires courage and strength. Especially in the face of widespread pressure to know, to have the answers, while at the same time there is no acceptance for mistakes, an inseparable consequence of searching. ASUS Zenbook 14 OLED laptops with Intel EVO and Windows 11 are presented in the campaign as hardware designed for those who search and are not afraid to say "I don't know."
"For Those Who Don't Know Yet" is an integrated digital campaign whose central point is the manifest spot. Its main character and narrator is Krzysztof Zalewski. In the two-minute video, Zalewski encourages today's 20- and 30-year-olds to say "I don't know," to make mistakes and to search for their own path.
Inspirations from 1997
The music for the ad was written by the artist himself. The structure of the spot is inspired by the iconic article by Mary Schmich, published in 1997 in the Chicago Tribune. The author served up advice to twenty-somethings of the time that was meant to help them find their way at the threshold of adulthood. The nested structure of the essay allowed her to escape a mentor-like tone. The advice resulting "only from her experience" was closed with a neat framing device. It was the only certain thing she could advise them - using sunscreen. The article received a large response and was later adapted into music by Baz Luhrmann (director of such films as "Moulin Rouge!", "The Great Gatsby", "Romeo + Juliet" and, most recently, "Elvis"). A similar device (the framing) was used in the manifest spot of the "For Those Who Don't Know Yet" campaign.
Podcasts, competitions and influencers
In addition to the manifest spot and the product spot presenting the advantages of ASUS Zenbook 14 OLED laptops with Intel EVO and Windows 11, the campaign will include extensive content and influencer marketing, social media and performance activities. A series of podcasts is planned, in which representatives of various fields will talk about their ways of taming and using "I don't know." Among the invited guests are: Krzysztof Zalewski - artist and main ambassador of the campaign, Mariusz Szczygieł - journalist, reporter and author of books, Andrzej Dragan - theoretical physicist and artist, Artur Kurasiński - entrepreneur and investor, Marcin Wicha - graphic designer and essayist, and Krzysztof Adamek - photographer. Together with the editorial team of Noizz.pl, a series of interviews and a competition will be carried out, in which participants will be able to win ASUS Zenbook 14 OLED laptops with Intel EVO and Windows 11. All activities within the "For Those Who Don't Know Yet" campaign will be aggregated on a landing page
ASUS and Microsoft: the campaign ambassador and its message
The "For Those Who Don't Know Yet" campaign was prepared by monday digital. The agency is responsible for the strategy, creative idea and execution of digital activities. It was supported in the production of the spot by the Panato studio.
Visit www.nie-wiem.pl and learn more.
More about ASUS Zenbook:
The Zenbook series combines elegant design, high performance and unconventional solutions. That is exactly what ASUS Zenbook 14 UX3402 is. The durable aluminum body, only 17mm thickness and 1.4kg weight make it an indispensable companion for every journey. The components used, as well as the optional OLED display, guarantee incredible smoothness of operation and one-of-a-kind visual experiences. The laptop was developed with maximum user comfort in mind and sets a new standard for the ideal mobile device.
More about Windows 11:
Windows 11 is a new take on productivity. Fewer distractions. We have redefined the way computers should help people work.
Windows 11 lets you connect with loved ones instantly. The Microsoft Teams app enables quick and free communication in various ways. Your favorite photos. News from around the world. Things to do today and tomorrow's weather forecast. The available Widgets feature is a perfect combination of performance and personalization options.
Summary
ASUS and Microsoft have chosen the "For Those Who Don't Know Yet" campaign, whose ambassador is Krzysztof Zalewski. The artist wrote the music for the manifest spot inspired by Mary Schmich's 1997 essay, which had previously been adapted by Baz Luhrmann. The campaign includes podcasts with Mariusz Szczygieł, Andrzej Dragan and Artur Kurasiński, as well as a competition with the editorial team of Noizz.pl. The agency monday digital is responsible for the strategy and execution.
