Brand: Lenovo
Agency: Traction
Background
Lenovo laptops, typically associated with business, broke the brand's mold with the launch of its ThinkPad™ Yoga 12, an all-in-one laptop and tablet. Lenovo wanted its brand to continue being seen as Rad. It did so by using humor in an integrated campaign, played out in a series of videos featuring the much put-upon IT employees and a group of serial laptop abusers. A series of handsomely illustrated "Survival Guides" presented as tongue-in-cheek solutions completed the picture. The intent was to broaden the brand's exposure to a larger audience and to re-engage dormant...