THE FUTURE IS NIGH
DISRUPTING A MARKET WITH EPYC POSITIONING
INSIGHT
On a mission to break the chip market status quo and stand out against the backdrop of colourless messaging, AMD needed to raise awareness of, and drive demand for, its innovation-leading microprocessor product, EPYC.
In the world of microprocessing, innovation is power. And those who control the present set the pace for the future. We took this insight and used it to create a guerilla campaign for AMD that positions its EPYC chip as the innovation to wipe out the Intel competition.
IDEA
'The Future is Nigh' serves as a wake-up call to the industry that an innovation evolution is just beyond the horizon. To execute this creative thought, we positioned Intel, the incumbent chip, as a provider of prehistoric hardware—epitomised by a blue dinosaur. Meanwhile, EPYC is shown as the catalyst for its downfall—the red meteor that wiped out the species. Using OOH advertising and AR-enabled technology, we created a QR code that would showcase the AMD EPYC meteor crash landing in different scenarios all across London—building buzz around the product.
