Lenovo
North American Campaign
CREATIVE DIRECTION
To Be Greater Than is a declaration that human potential cannot and will not be limited by external factors. It’s a recognition that greatness is not measured by what you’ve acquired, but what you’ve given to others to create something greater than yourself.
The editorial marketing style of the Be Greater Than campaign will spotlight a diverse group of change agents who actively incorporate Lenovo’s Yoga and Yoga Slim laptops into their creative processes to help change their communities for the better.
Ultimately, to Be Greater Than is a viewpoint which sees how the power of Lenovo’s technology gives people all over the world the ability to make a lasting impact.
CHANGE MAKER Lauren Good Day, Fashion Pioneer and Entrepreneur
“I’m Lauren Good Day and I’m greater than any limitations.”
“ I’m Lauren Good Day and I’m greater than any barriers.”
“I’m Lauren Good Day and I’m greater than any challenges.”
Lauren Good Day “Good Day Woman” is a multi-award winning Arikara, Hidatsa, Blackfeet and Plains Cree artist & sought after fashion designer. She has shown her artwork at the world’s most prestigious Native American juried art shows such as the Santa Fe Indian Market in Santa Fe. Her Awards include many First Places in Tribal Arts, Traditional Arts, Cultural Arts, Diverse Arts, Beadwork, Drawings, Textiles and the prestigious Best of Tribal Arts award.
Content: A content video where Lauren uses the Lenovo laptops to design her latest fashion pieces and connect heritage with a modern audience.
CHANGE MAKER Pinky Cole, Founder, CEO of Slutty Vegan
Pinky Cole is a cultural – and culinary – trailblazer. Her celebrated wit, humor, and straight talk has helped her
connect with audiences that welcome her message of personal empowerment and self improvement.
With over half a million social media followers on Twitter and Instagram, a spot on the coveted Forbes ‘Women Of The Next 1000’ list, and a rapidly growing plant-based, vegan restaurant empire, she’s been called the ‘Martha Stewart of food inequality’ by media outlets such as CNN and The New York Times.
Content: Pinky’s personal journey from fast food junkie to vegan food lover and entrepreneur serves as the foundation for the
social video seen here.