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Creative

Lenovo Launches New Yoga Book With Integrated Global Campaign

Huge, 2 months ago

The five 20-second spots from Huge are choreographed vignettes of people's lives

Lenovo Launches New Yoga Book With Integrated Global Campaign

Consumer electronics company Lenovo is releasing a series of short films to launch the new Lenovo Yoga Book, which was unveiled to widespread acclaim at IFA Berlin last month.

Created by Huge in London, the five 20-second spots are carefully choreographed vignettes of people’s lives, which demonstrate how the unique features and versatility of the new 2-in-1 tablet can fit effortlessly into them. Entitled ‘Working Dinner’, the first film showcases the tablet’s state-of-the-art ‘Halo Keyboard’, a zero-travel, backlit keyboard with haptic feedback, which comes to life when users need it and disappears when they don’t. The film demonstrates Yoga Book’s tremendous versatility, which allows the featured couple to effortlessly transform the product from one mode for viewing a video to another for replying to an email.

A second film, Brainstorm, dramatises the Yoga Book’s ability to instantly digitise notes written with ink, on paper, to the device. Other features highlighted in the films include the ability to draw with 2,048 levels of pressure, optimised multitasking on an android tablet, and the product’s incredibly thin and light design.

The campaign’s creative platform centres on the broad array of uses that the Yoga Book offers people in their daily lives, enabling them to be more creative and productive than ever before with a mobile device. The films will run globally across TV, Cinema, digital and social channels, including Facebook and YouTube, from September to coincide with the product’s worldwide release.

Anjana Srinivasan, global marketing director, Lenovo said: “Yoga Book is jam-packed with innovative features, from being able to instantly digitise paper notes to providing a superior tablet typing experience on Halo Keyboard. We wanted to show in a fresh and exciting way how this device will fit into and enhance our customers’ lives, and believe these films do an excellent job of that.”

Brian Brady, creative director, Huge added: “Lenovo is rightly renowned for product innovation and the Yoga Book represents one of the biggest leaps in tablet technology. Our aim with this campaign was to bring to life some of the tablet’s unique features and versatility in a fun and dynamic way. At Huge, we take a human-centred approach to design, so putting real people front and centre in these films was crucial to our approach in making the advanced technology relatable.”

Advertiser

General Marketing Manager: Anjana Srinivasan

Creative Agency

Creative Director: Brian Brady

Copywriter: Rachael Kendrick

Art Director: Milan Desai

Executive Creative Director: Andy Thomas

Planner: Jon Stokes

Senior Account Director: Sebastian Brown

Creative Agency: Huge

Client Director: Bill MacDonald

Music and Sound

Sound Design: Smoke and Mirrors

Post Production / VFX

Post Production House: Coffee and TV

Production Company

DOP: Daniel Bronks

Director: Greg Brunkalla

Stylist: Jenny Svantesson

Production Company: Stink

Producer: Paz Parasmand

Genre: Digital , PR