Icy Calm Pty Ltd

Lenovo – Outdoor and experiential campaign

Lenovo is a name with low recognition in the laptop and workstation category in Australia, yet that is about to change. Come August 2011 for eight months they will launch a concerted outdoor and experiential campaign at major airports across Oceania. Engaged in a Creative Director capacity by PLAY Communications, I worked closely with Art Director Jarryd Zankovic to ‘Australianise’ the new direction for Lenovo – ‘for those who do’. At the centre of the campaign was the construction of a ‘dream realisation device’ in the form a motorbike/technology hybrid, to symbolize the ‘spirit of do’. A do-cumentary was developed to tell the story, and to rally do-ers around the Lenovo brand. A huge outdoor presence at each airport provided the WOW factor and amplified the experiential component, which channeled online and to mobile for conversion.