ASUS Encourages You to ‘Grab Life With One Hand’ in Campaign for Zenfone 9

ASUSTeK Computer Inc. and GREY Hong Kong have partnered to introduce the Zenfone 9, the latest model in the Zenfone series.  Leveraging on its small size, the Zenfone 9 introduced the idea: “Compact size, big possibilities”.

‘The Zenfone series has always been popular among “techies” and “gamers”‘, the brand said. “However, the tech giant wanted to extend its appeal and widen its consumer base attracting new consumers who look for phones that match their lifestyle instead of purchasing only performance-orientated ones”.

GREY Hong Kong developed the concept of “Grab Life with One Hand” with the film and teaser trailers, shot by Sweetshop’s Matthys Boshoff. It shows Zenfone 9 through different scenarios where you would usually require both hands – as the old idiom goes.


The film’s opening scene displays the convenience of the Zenfone 9 as the protagonist is holding onto both -a moving train’s handles and his phone. In contrast, we see others in the background not having so much luck.

Shot in Cape Town, South Africa, the film features the phone’s water-resistant ability, night mode camera, and high-definition camera capabilities through cloud monitoring.

“It was tough for us to organize a video shoot in this pandemic, but with the director’s professional suggestions and Grey’s skill and experience, we made it happen perfectly,” said Shawn Chang, ASUS Phone BU Marketing and Sales Director.



Agency: GREY Hong Kong
Duffy Lau, General Manager
Rick Kwan, Creative Partner
Owen Smith, Chief Strategy Officer
Ted Tam, Account Director
Ivan Tang, Associate Account Director
May Chan, Group Creative Director
Vivian Cheung, Associate Creative Director
Yolanda Luo, Senior Strategic Planner
Catalina Fok, Senior Producer
Hayden Lee, English Copywriter

Client: ASUSTeK Computer Inc
Marketing and Sales Director: Shawn Chang
Marketing Manager: John Hsu
Marketing Specialist: Fisher Lin


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