Global B2B campaign delivery for a leading technology brand entering the AI era
The challenge
Acer needed to clearly position its business hardware offering for enterprise customers, making AI feel like a meaningful and credible differentiator rather than a buzzword. The campaign needed to work across a wide range of formats, from digital advertising and social to large-scale event and exhibition environments, while maintaining total brand consistency across a globally distributed team including senior stakeholders based in Taiwan.
My role
Design Director
Design Director
Led creative delivery across the full campaign rollout
Provided art direction on the campaign in collaboration with an external production company
Managed asset production across digital, social and large-format event formats
Ensured brand consistency and quality across all delivered outputs
Coordinated closely with Acer's global marketing team throughout delivery
Provided art direction on the campaign in collaboration with an external production company
Managed asset production across digital, social and large-format event formats
Ensured brand consistency and quality across all delivered outputs
Coordinated closely with Acer's global marketing team throughout delivery
The Work
The campaign was built around the concept of "acertainty," a clever play on the Acer name that subtly embedded AI into the brand while reinforcing confidence, intelligence and future-readiness for business customers. The visual system was clean, technically credible and built to flex across multiple formats without losing coherence.
Delivered assets spanned campaign design and key digital layouts, social advertising, large-format event and exhibition graphics, and web. The video was produced in partnership with an external production company, with concept and art direction provided by the Ledger Bennett team. Coordinating delivery across markets and formats while maintaining consistency throughout required close collaboration with a senior client team operating across multiple time zones.
OUTCOME
The campaign rolled out successfully across Acer's B2B marketing channels, with assets deployed across web, social and live event environments. The visual system provided a consistent and scalable framework for communicating Acer's AI-led business proposition across a high volume of touchpoints and formats.
