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Lenovo
Technology for creative freedom. How we integrated the brand into the world of creative industries
Non-standard approach: from technical characteristics to a tool for self-expression
Lenovo is a global leader in the world of technology. We decided to do something different and showcase the brand through the emotional lens, in the context of creativity and daily life.
Strategy
Our goal was to demonstrate how Lenovo’s products (specifically the Yoga line) become a native part of the work process for people who create and contribute to contemporary Ukrainian culture.
Execution: creative ecosystem of the project
● Deep visual storytelling: we created a special project with the photographer Mykhailo Rybko, in partnership with The Village Ukraine. It’s a story showcasing how technology helps capture the moment and transform an artist’s vision into a digital masterpiece.● Collaboration with experts from SKVOT: we joined forces with opinion leaders of creative education. Illustrator Yuliia Vus, musical architect Ivan Luzan and the photographer Liubov Hyrenko demonstrated how Lenovo devices become reliable tools in different creative fields: from digital art to sound-design.● Multidisciplinary approach: we engaged designers and artists whose works are exhibited in Paris and Tokyo. Through the line of Instagram posts and publications in media (e.g. ShoTam) we explained that Lenovo technologies are the base for Ukrainian creativity conquering the world.
How we calculate our approach
Instead of talking about the product we gave the product itself a chance to present itself through the works of the professionals. Instead of a piece of equipment we turned Lenovo into a creative partner, engaging an audience that appreciates aesthetics, portability and innovation.
Annual results
700 000+
overall amount of content views within the target audience of creators
50+
posts on Ukrainian creators' profiles
10+
stories of Ukrainian creators in media