Lenovo
North American Campaigns
CREATIVE DIRECTION
Lenovo needed to standout.
Outside the US, Lenovo laptops are known as creators’ tools. Gamers’ go-tos. Well-respected top-tier devices.Here, they enter the consumer conscience once a year, when they pop up in Black Friday deals.But when we checked out the specs and gave a couple a test drive, it turns out these things are monsters. The good kind.
Lenovo wanted to highlight creators.. but not just creators. Innovators, game changers, people who are shaping creative culture. We just had to get them in the hands of a few folks we dubbed Elite Creatives. The Idea original "OOPS I Changed the world" was brought to you by a force of nature "T-Pain. Rather than focus on his music, we showcased his many other pursuits — podcast star/producer/editor, streamer, drift team owner, crazy entrepreneur and most of all Inventor.. (Ever hear of this little thing called autotune?).
This campaign flexed all of our creative muscles, beyond crafting the work itself. We sold this up the chain at Lenovo and their partner Intel numerous times, collaborated hardcore with a supportive awesome client, and used agency connections (with some help from the Universe) to make it happen with T-Pain, all to make something everyone was really excited about.
Telling the Lenovo story, one creator at a time.
We put the new line of Lenovos in the hands of some of IG’s best content creators — true artists. We asked them to go nuts, put the laptops to the test, and make some very killer little pieces of work. All were surprised by how powerful the devices were, and all really came through with great stuff. This was easily one of the most rewarding influencer programs I’ve been a part of — from finding that balance between authenticity and advertising,to walking the client through their first rodeo with influencers.
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.