Lenovo marks its position as an AI leader in new global ‘YOU’ campaign via VML Atlanta

October 1 2024, 10:52 am | BY Ricki Green | No Comments

As Lenovo announced the drop of its new premium, innovative AI PC products, it’s launched a major marketing campaign created by VML Atlanta to mark its position as an AI leader, which is currently airing across the Asia Pacific region.

 

Led by Emily Ketchen, chief marketing officer and VP of Lenovo’s Intelligent Devices Group and International Markets, the creative strategy places the creative, consumer, or commercial user aka “You” at the center of the campaign: “You” as a creative focal point, illustrates how AI learns from you, intuitively personalizing your Lenovo device to help you, protect you, supercharge you and inspire you.

This isn’t a laptop launch, it’s a “you” launch. VML focused creative on the ultimate personalization of this new AI powered laptop that adapts and customizes to your unique needs as you use it. Although most tech launches must focus primarily on the product and its specs, this campaign was designed to feel like it was launching you, the user, in every capacity. Ads highlight B2B and B2C users across the globe, shot as products with headlines like “Introducing The Andre” and “Introducing The Aiko” and encompasses video, social, and digital executions. The result is a uniquely human first product launch campaign for one of the most personal laptops to hit shelves.

Says Jared Kozel, chief creative officer of VML Atlanta: “Instead of setting out to launch a new Lenovo laptop, we launched a new YOU. We are breaking the mold of a typical tech campaign to show that the new line of Lenovo devices are people products.  As AI accelerates so fast, most of us may feel behind or out of control, but with Lenovo, YOU are the boss.”

Lenovo recently announced its newest additions to its Lenovo Yoga and Lenovo ThinkPad portfolios at Lenovo Innovation World 2024 in Berlin. Designed to enhance user productivity and creativity through the power of AI, these new products promise to revolutionize the way consumers create, ideate, and produce, offering a seamless blend of performance and user-centric features.

The YOU campaign is the first in a series of marketing activations and creative work launching throughout the next year as part of Lenovo’s commitment to leading the industry in providing cutting-edge technology, exceptional user experiences, and enhanced creativity and productivity to consumers around the globe.

The work will run globally on streaming platforms, OLV including tech, business and lifestyle media, OOH, podcasts and social channels.

Client: Lenovo
Brand:  Lenovo AI PC
Campaign title:  Smarter AI for “You”

Agency:  VML Atlanta
Chief Creative Officer: Tom Murphy 
Chief Creative Officer: Jared Kozel 
Executive Creative Director:  James Beikmohamadi
Creative Director: Haley Kochersperger
Associative Creative Director: Kimberly Blasnik
Senior Designer:  Heidi Keller  
Art Director:  Lauren Sanders
Copywriter:  Jeff Phungglan
Designer:  Natasha Rodgers  
Director, Experience Design: Molly Hawthorne
Senior Producer: Marlena Villery
 
Production Company & City:  Tomorrow, Los Angeles
Director:  Drew Kirsch
Executive Producer (Production Co):  Brynne Copping
Line Producer:  Ian Blair
Director Of Photography: Adri Del Val
Editorial / Post Production & City:  Cut & Run, NYC
Editor:  David Gesselbauer
Assistant Editor:  James Donahue
Edit Company Producer: Malia Rose
Music Company & City:               Walker, NYC
Executive Music Producer: Dottie Scharr
Sound Design Company & City:  Sonic Union
Sound Designer:  Steve Rosen
Animation Company & City:  Buck, NYC
Animation Company Executive Producer (Buck):  Russell Greene
Animation Company & City:  Jogger, NYC
Animation Company Head of Production (Jogger):         Tim Vierling
Visual Effects Company & City:               Buck, NYC
Visual Effects Company & City:               Jogger, NYC
Visual Effects Head of Production (Jogger):  Tim Vierling
Visual Effects Executive Producer (Buck):  Russell Greene
Photography: Tim Tadder
 
Account Service Credits:  
VP, Account: Janelle Langler
Account supervisor: Isabel Paullada
Program Director: Pauline Perez
Program Manager: Claudia LaMadrid
 
Strategy:  
Chief Strategy Officer: Ellie Bamford
Executive Strategy Director: Megha Parikh
Director, Strategy: Thomas Zimmerman
Associate Strategy Director: Anna Flaherty
 
Business Affairs:  
Sr Production Business Manager: Janet Muentes
 
Client Credits: 
Emily Ketchen
Alia Rosmini
Erin Thompson
Archit Mardia
Wahid Razali
Elizabeth Carver
Sujung Lee