Discovery Starts With Change
Rather than trying to encroach on Apple and Samsung's domination of the e-device market, we posit Lenovo as a brand that works with you rather than controlling you. This leads into the concept of discovering yourself through exiting your comfort zone (better-known electronics brands). This manifests itself physically through a series of "optional" digital displays advertising specific Lenovo products - people can either take the tried-and-true route or go outside their comfort zone to experience unique branded experiences.
Created for the One Show Young Ones competition.
Art Direction: Mikaela Rice (Graphics) & Ashely Crilley (Layout)
Copy/Strategy: Katrina Reed
Copy/Strategy: Katrina Reed
