Lenovo ThinkStation Global Campaign
CLIENT
Lenovo
MY ROLE
Creative Concept, Art Direction and Design
AGENCY
Merkle B2B | Dentsu
AWARDS
ANA Global ACE Awards: 4 Golds
Graphis Advertising Awards: 2 Gold & 2 Silver
The Drum B2B Awards: Finalist
The WARC Awards Asia-Pacific: Shortlisted
Overview
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.
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.
Campaign Visuals
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.
Manifesto Film
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 15-second videos that showcase 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.
Marketing Collateral
The campaign was rolled out into various social, digital, OOH and printed assets.
Result
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.
Awards
This campaign won 4 x Golds in the ANA Global ACE Awards. 2 x Gold and 2 x Silvers in the International Graphis Advertising Awards. It was also nominated as a Finalist in The Drum B2B Awards and The WARC Awards Asia-Pacific.
Credits
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