Let Them Create

Bringing a Global Player to the Creator Audience

Lenovo was known for productivity and performance, but less for its role as a tool for creativity. With key competitors already entrenched in the creator space, Lenovo needed to break through and raise consideration of its devices among a new generation of creators who see creativity as part of who they are, not just what they do.

The Situation

This new generation of users doesn’t just work with their tech, they create with it and see creativity as a part of who they are, not just what they do. And creators trust creativity. They trust real work, made by real people, in the spaces where they already spend their time.

The Insight

We couldn’t simply claim Lenovo was powerful enough to keep up with this audience’s creativity, we had to show it in action. We needed to bring creatives and Lenovo together to inspire our audience rather than just parrot RTBs to them.

The Unlock

We created a rallying cry for makers, doers, and creators everywhere: Let Creatives Create. By showcasing real work made on Lenovo devices, the campaign celebrated the freedom, power, and flexibility creators need to express themselves.

The Idea

“Let Them Create” came to life as a dynamic global 360° campaign showcasing the power, speed, and freedom Lenovo devices bring to creators worldwide. We partnered with 11 global artists spanning animation, illustration, and video to craft a visually striking rallying cry across social, digital, and TV.

The Execution

By letting real creatives lead the storytelling, Lenovo authentically repositioned itself as a brand built for creativity, power, and possibility.The response was immediate. Creators saw themselves reflected in the work and joined the movement, helping reposition Lenovo as a brand built for creativity, power, and possibility.

The Results

Let Them Edit

Creatives deserve to get the absolute most from the tools that they use. In this spot, editing pros from across the globe show us how they snip, clip, cut and paste using Lenovo’s peak performance, speed, and 4k precision displays. Their limitless imagination shines in their creations, reframing the art of editing as a bold homage to creatives everywhere while showing off the premier flexibility and versatility of Lenovo tech.

Let Them Animate

No creator should have to wait to create. In this spot, creators used their Lenovo tech to start and stop motion with the performance and flexibility of AI tools that worked at the speed of their own inspiration. What resulted was a diverse display of the best in animation from creators who use their tech to push, pull, and put a chicken on a skateboard. In a high-energy rallying cry for animators everywhere, we positioned Lenovo’s capabilities as solutions that unlock your passion and power limitless creativity.

Let them Illustrate

Lenovo is built with the speed, tools, and flexibility to keep up with creativity. “Let Them Illustrate” uses real work from real illustrators to build a captivating world of drawings, drafting and crafting with a stark and imaginative display of the boundless imagination you can unleash with the power of Lenovo. Using the latest in AI tools, peak performance speed, and precision displays, resulted in a dazzling array of pro illustrations and creations from the next generation of thinkers, makers, and doers.

Creators from around the world.

We reached out to partner with 11 global Lenovo creators, using 40+ unique works in animation, illustration, and video that were all made with Lenovo devices. The range and creativity of the work showcased real, raw proof of how Lenovo lets imagination lead the way, combining power, precision, and speed to fuel what they do.

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