Lenovo: Work for humankind

Lenovo, a technology manufacturer, launched Work For Humankind globally, inviting people to work remotely from the Robinson Crusoe Island to combine its younger audience's desire for travel, work and communal good, while placing the brand centrally in the 'work from anywhere' movement.

1. Did your creative solution take courage?

This campaign required immense courage because no prior initiative had ever been conducted at the scale of this launch. However, the need for a campaign like Work for Humankind was showcased through Lenovo-conducted research, which showed three out of four Gen Zs and Millennials felt more productive and inspired when working remotely. However, these generations didn't take to a self-interested bubble at the same time. Eighty-six percent of respondents expressed belief in the 'importance of using remote work to support the local community they're working from', particularly with social and environmental issues. This...

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