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.”
General Marketing Manager: Anjana Srinivasan
Creative Agency: Huge
Creative Director: Brian Brady
Copywriter: Rachael Kendrick
Art Director: Milan Desai
Planner: Jon Stokes
Executive Creative Director: Andy Thomas
Senior Account Director: Sebastian Brown
Client Director: Bill MacDonald
Production Company: Stink
Director: Greg Brunkalla
DOP: Daniel Bronks
Producer: Paz Parasmand
Stylist: Jenny Svantesson
Post Production / VFX
Post Production Company: Coffee and TV
Sound Design: Smoke and Mirrors
Genre: Digital , PR