TYPE
Brand Positioning

THE CAMPAIGN
Lenovo’s relationships with its clients were on a transactional vendor-based level with client conversations revolving around hardware and lowest-bid pricing. There was a need to change perception towards the company being an authority in digital transformation, establishing a value and strategic partner relationship with the C-suites.

THE NARRATIVE
The “Bold Conversation” campaign identified and connected with senior decision makers, repositioning Lenovo, beyond being a box pusher, as a digital transformation leader. It marked a shift from transactional relationships with clients’ middle management to long-term ones with the C-suites.

MY ROLE
Creative Director