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As Lenovo announced the drop of its new premium, innovative AI PC products, it’s launched a major marketing campaign to mark its position as an AI leader. Led by Emily Ketchen, chief marketing officer and VP of Lenovo’s Intelligent Devices Group and International Markets and created by VML Atlanta, the creative strategy places the creative, consumer, or commercial user aka 'You' at the centre of the campaign: 'You' as a creative focal point, illustrates how AI learns from you, intuitively personalising 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 personalisation of this new AI powered laptop that adapts and customises 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.

“Instead of setting out to launch a new Lenovo laptop, we launched a new YOU,” said Jared Kozel, chief creative officer of VML Atlanta. “We are breaking the mould 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 revolutionise 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.