HOWEVER YOU TECH

Client: Lenovo
Role: Creative Director

Bringing the joy back to tech.
Challenge: Break-through a struggling 2022 economy during Back to School season to tout Lenovo’s PCs.
Insight: After two long years of remote learning through a laptop, students’ tech obsession has turned into tech burnout.
Idea: Our 2022 Back To School campaign reignited students’ joy for their laptop by reminding them how it connects them to everything they love, not just school. And the results are impressive: we changed mindsets and drove significant sales.
Results: 123% increase in site traffic | 66% increase in online revenue | despite 39% less media budget

Credits

CREATIVE
Sue Desilva, EVP/Exec Dir, Creative
Jessica Bergstresser, VP GROUP Creative Director
Danny STREADBECK, Vp GROUP Creative Director
dana hadadd, ASSOC. CREATIVE DIRECTor
BRENNA RUIZ, ASSOC. CREATIVE DIRECTor
Ghewa Taha, Art Director  
BILL PALMER, ART DIRECTor    
ENRIKE GREGADA, Copywriter
ATIT SHAH, CHIEF CREATIVE OFFICER    

director
Federico Tamburini

PRODUCTION & PROject management
Amber harris, VP/Director, Exec Producer
SHIVang chopra, producer
grace etzkorn, sr Project manager

STRATEGY
tom lynch, SVP, brand strategist
patrick ferguson, VP Social strategist
charles Baker, SVP connections strategist
YOUNG LEE, EVP CHIEF STRATEGY OFFICER

ACCOUNT
LEANNE STARk, VP GROUP ACCOUNT DIRECTOR
GAB candelieri, account manager