Lenovo ThinkStation Global Campaign
Creative Concept, Art Direction and Design
Merkle B2B | Dentsu
The workstation computer market is over-run with product centric campaigns that focus on specs, speeds, and feeds. Our goal was to shift the perspective of the Lenovo ThinkStation from one of solely power and performance, to one of promise and possibility.
Anyone can have an idea. Making it happen isn’t easy. Our creative approach was simple. If you can think of an idea, you can make it come to life on a Lenovo ThinkStation. This was succinctly summed up in the campaign line: THINK ANYTHING. MAKE EVERYTHING. Using this creative platform, we developed a brand awareness campaign targeted at creators and IT decision makers.
The split screen approach of our campaign visuals clearly depicts the creative process from inspiration (left) to outcome (right). It’s a simple, visual device that showcases 2 images that at first glance look similar, but when you look closer, they reveal the leap of imagination enabled by the Lenovo ThinkStation. The placement of the Lenovo ThinkStation product image and wordmark in the centre of the campaign visuals, symbolizes the ThinkStation as the bridge between inspiration and creation.
Using the ‘Think anything. Make everything.’ creative platform, we scripted and developed a manifesto video to help launch this new creative brand platform in a more vibrant and inspiring way.
15 Second Films
We developed a series of 4 x 15-second videos. Each showcased how a Lenovo ThinkStation could bridge the gap between inspiration and creation, thus creating a positive impact on society. Each video targets a specific industry sector, which includes AEC (Architecture, Engineering, Construction), Health Science, M&E (Media & Entertainment) and Energy.
6 Second Films
We also developed a series of 6-second pre-roll videos.
The campaign was rolled out into various social, digital and printed assets. A campaign tool kit was also developed to assist the various Lenovo marketing teams across the globe in implementing the campaign into their local market.
Case Study Video
The following gives an overview of the campaign.
The creative idea tested well in all the key markets around the world. The campaign has began its global rollout and has achieved positive sales.
This campaign won 2 x Gold and 2 x Silvers in the International Graphis Advertising Awards and is featured in the Graphis Advertising Awards 2024 publication. It was also nominated as a Finalist under the ‘Rebrand or Relaunch’ B2B category in The Drum Awards.
Chief Creative Officer: Farrokh Madon
Associate Creative Director: Costa Popolizio
Copywriter: Farrokh Madon
Art Director: Costa Popolizio
Business Director: Darren O’Meara
Production Company: The Precinct
Film Director: Tony Prescott
Producers: Jane Larkins, Henry Motteram
Sound/music: Massive Music