What Are These 'Modern' Birds Doing With Tiny Arms?

The pressure to get everything done is something we can all relate to. Juggling a busy work and private life can leave even the most intrepid modern men and women feeling a little overwhelmed. In the new global ASUS film ‘Modern Birds‘ from international creative outfit SuperHeroes, the brand turns to birds with arms to solve the to-do-dilemma: how to get everything done on the fly?

Modern Birds is the first in a series of three online films to promote the ASUS 2-in-1 Transformer Book T100.  In each of the films, the T100 is cheekily presented by Edward, a Tufted Titmouse. With his two fully-functioning arms, he’s a living ode to the Internet meme ‘Birds with Arms’.

The birds - like us humans - struggle to make time for the finer things in life. However, the ultraportable 2-in-1 ASUS Transformer Book T100 enables Edward to be productive on the fly, anytime and anywhere. It’s a laptop when you need it, a tablet when you want it.

Rogier Vijverberg, ECD of SuperHeroes, says: “Modern working may be something people like to bore their friends about, but bring birds with arms into the picture and suddenly you have their full attention.” Andrew Watson, of production company Minivegas: “Casting birds that actually had arms was a challenge, but once done, we found most of them remarkably open to direction and very patient”.

This is SuperHeroes’ first work for ASUS since winning the business on a global scale. It is also the first campaign to launch from the Amsterdam-based agency’s new SuperHeroes NY Inc. outpost. The agency is responsible for a number of viral successes, including LG’s terrifying elevator stunt ‘So Real it’s Scary’.

The campaign is being launched at one of the busiest times in the retail calendar, to encourage buzz and purchase in the youthful Christmas gifting market. The global #onthefly campaign will comprise the online films, TVC, cinema, online display, a ‘What Bird Are You’ Facebook game and social media.