Lenovo wants to be sought after by creators. The personal technology company is starting that mission by working with more creators to showcase the capabilities of its products as well as moving away from traditional linear TV in favor of more digital and social ads.
“We want to play a role in helping young creators in improving their creative skills,” said Daniela Idi, Lenovo’s global premium consumer director. “We want them to grow with a brand.”
Recently, for example, Lenovo worked with digital artists Hoxxoh and Shanef3d to use mixed-reality digital art and create digital street art murals in New York City. The effort, in partnership with creative shop SuperHeroes NY, was an attempt to get consumer attention via a unique digital art approach to out-of-home and demonstrate how using the company’s Yoga Pro line helped the creators make the art that was on display.
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