Lenovo

Engineered to Do It All.

The Situation

Lenovo needed us to break them out of their perception as a value brand among the Elite Gen Z consumer, and to have them be embraced as a premium, essential tool for heavy-lift creators.

The Challenge

To make an impact, we bypassed features and specs, choosing instead to tell the story of a beloved, multi-talented creator.

What We Did

Through the "Engineered To Do It All" campaign, we connected with elite creators by showcasing T-Pain as a podcaster, producer, and drift team owner. We used the Yoga line to unleash his innovation and imagination.