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Campaign for Lenovo’s Yoga Slim Inspires Us to 'Just Be You'

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SuperHeroes teams up with Caviar and the KinoPravda director’s collective on new spots

Campaign for Lenovo’s Yoga Slim Inspires Us to 'Just Be You'

No one is just one thing anymore. GenZs and young millennials are eclectic mixers, curators and masters of blending. Amsterdam and New York-based independent creative agency SuperHeroes used this idea as the starting point of a new global brand campaign called 'Just Be You' for Lenovo’s Yoga Slim premium series of laptops. 

To tell the Lenovo brand story, SuperHeroes teamed up with Caviar Film Studio and the KinoPravda director’s collective. “We wanted to integrate the laptop as playful and entertaining as possible, a fun, surprising and gripping film with a very fluid and dynamic edit,” Kinopravda explains.


The campaign tells the life of Anna, a young woman with many passions and interests, who uses the Lenovo Yoga Slim for them all. “The TVC uses a ‘pass the baton’ approach where each version of Anna interacts with herself, taking the laptop to show another side of herself,” says Rogier Vijverberg, founder and ECD of SuperHeroes.

The anthem of the campaign is a song by Lady Bri called 'Do what I do', which was sourced and produced by MassiveMusic. As part of the launch campaign, the track was also remixed and used for ‘The Mix Masters’, an extensive social extension of the brand campaign on TikTok and Instagram. 

From North America and Brazil, to India, Europe and Southeast Asia, the campaign is now live in over 15 markets around the world. 


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Lenovo

Global Marketing Director: Marina Schaepelynck

Global Premium Consumer Marketing Director: Daniela Idi

Global Brand Marketing Lead: Archit Mardia

Creative Agency
Creative Agency SuperHeroes AMS | NYC | SGP

Executive Creative Director: Rogier Vijverberg

Creative Strategy: Marieke Dekker

Senior Copywriter: Elliot Stewart-Franzen

Art Director: Hyeona Kim

Designer: Cristiano Faluba, Anita Csillag

Motion graphic design: Andrea Rodriguez Milla

Photographer: Ruben Wiegerinck

Client Director: Django Weisz Blanchetta

Agency Producer: Severien Jansen

Account Manager: Chengcheng Li

Production Company

Production: Caviar Brussels

Executive producer: Eva van Riet

Line producer: Charles Kinoo

Post producer: Katia Renson

Director: Kinopravda

Production: Service Alibi Portugal

Production: Caviar Brussels

Executive producer: Eva Van Riet

Line producer: Charles Kinoo

Post producer: Katia Renson

Casting Belgium: Alexandra Carrée / Agent Rush

Casting Spain: Judith Lopez / Lane Casting

Casting Portugal: Maria Hespanhol

Executive Producer Portugal: Ricardo Almeida

Producer Portugal: Sofia C. da Fonseca

Prod. Coordinator: Marta Montalvão

Location Manager: Pedro Mateus

1st AD: Dino Estrelinha

Key Grip: António Leitão (BALIA)

Gaffer: Paulo Alves (JOCA)

Art Director: Carla Brazão

Styling: Isabel Carmona

Make Up and Hair: Mónica Mota

Focus Puller A: Tiago Silva

Focus Puller B: Ricardo Simões

Post & VFX by LOOM

Executive producer: Clarissa Vermaak

VFX Supervisor: Kris Janssens

DI Supervisor: Xavier Arijs

Post Producer: Kristof Lantin

Set Support: Ricardo Ferreira

VFX Artists: Alexy Muller, Sacha Rossi, Ben Dekeyser, Raf Schoenmaekers, Ricardo Ferreira, Wim Geysels

Music

Music: “Do What I Do”

Performed by: Lady Bri

Sound Design: Massive Music

Music search, production & sound design: MassiveMusic

Sync & licensing: Emilie Kannekens (MassiveMusic)

Song: Lady Bri - Do What I Do (Downtown Publishing, Position Music, Clear Music)

Sound design: Friso Hoekstra (MassiveMusic)

Audio post & final mix: Auke Riemersma (MassiveMusic)

Categories: Consumer Electronics, PCs and Laptops

SuperHeroes Amsterdam, Fri, 08 Jul 2022 10:40:29 GMT