Lenovo
GCD: Adam Vohlidka CD of Art: Justin Huff
Creative Direction: J Cruz, Ryan Hoyt Claybaugh
Art Direction: Ryan Hoyt Claybaugh
Director: J Cruz
Production: Motion Family
The Lenovo North America team came to us to develop a new campaign to hange the perception that Lenovo is a “Value for money brand” and position Lenovo as a premium brand.
The Lenovo Be Greater Than campaign is a social first campaign featuring vanguards of culture, change makers and social impact entrepreneurs that leverage Lenovo technology to further society by working every day to turn life’s biggest challenges, into the life’s biggest opportunities.
Greater Than
Under Representation
Lauren Good Day is a multi-award winning Arikara, Hidatsa, Blackfeet and Plains Cree artist & sought after fashion designer. This video follows her creative process and how using a Lenovo device enables her to create efficiently and in sync with many different partners. It helps her connect her heritage to modern audiences in an unexpected way.
Greater Than
Food Inequality
Pinky Cole takes viewers on a visual journey using a series of theatrical style sets that show’s the Slutty Vegan origin story, from epiphany to execution and how her Lenovo laptop help power her ability to bring this incredible brand to life. Ultimately the spot concludes with Pinky telling the world that with the right vision, people in your life, and of course the right tools, you can be greater than any challenge that impedes your purpose!
