TECH HARD

Client: Lenovo
Role: Creative Director

Introducing Tech Hard - tech that takes a hit, and shatters category conventions. Promo-driven Creative that drives human connection.
Challenge: Win the retail holiday season by rising above the promotion, price cuts and deals.
Insight: Shiny new tech doesn’t stay that way.
Idea: Instead of shiny and new, we showcased tech in all its over worked, tossed around, neglected glory. During Black Friday, Lenovo salutes those who pushed their tech above and beyond by giving them a great deal to help them replace it.
Results; 274% Lift in site traffic | 95% Click-thru rate | 73% gain in revenue efficiency

Shorty's People’s Choice for “Voice” 
Shorty's People’s Choice for “Technology” 
Shorty's finalist in "Technology, Paid & Amplification"
Shorty's finalist in "Voice" 
Shorty's Bronze Distinction in "Shopping" 


Webby's Honoree "Best Social Video Series"
Webby's Nominee in "Best Art Direction" in Advertising, Media, PR

 
 
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Credits

CREATIVE
Sue Desilva, EVP/Exec Dir, Creative
Jessica Bergstresser, VP Creative Director
Danny Cordella, Vp Creative Director
samantha hodian, SR ART DIRECTor
dana hadadd, SR ART DIRECTor
Ghewa Taha, Jr Art Director      
jason ziem, sr Copywriter    
tim cahill, sr Copywriter
Enrike grageda , Jr copywriter


director
office romance


PRODUCTION & PROject management
Anna Prebluda, VP/Director, Exec Producer
SHIVang chopra, producer
GAB candelieri, accc/project manager
Maura sweeney, VP project manager


STRATEGY
Bethany Bayer, SVP, Creative Strategy

ACCOUNT
leanne stark