|Agency||Ogilvy & Mather|
|Campaign||Best-Engineered - Lenovo|
|Business Sector||Computers, PDAs & Calculators|
|Tagline||New World. New Thinking.|
|Story|| A group of talented individuals joined at the hip, moving from location to location creating a wealth of imagery for spots, print ads, outdoor, website, banners and brochures. A full 360 campaign for Lenovo.|
Documentary filmmaker Adolfo Doring (DP) never put down his camera. Photographer Christian Weber picked up a video camera whenever he was finished shooting stills. Agency creatives filmed B roll and 8mm, took behind the scenes video and documentary stills.
|Philosophy||This campaign is about making heroes of the people who design and create Lenovo products: the worlds best engineers. It is because of them that Lenovo ThinkPad has won more design awards than any other company.|
|Problem||The new world isnt being built by movie stars or football players, pop singers or supermodels. Its being built by scientists and researchers and engineers. Theyre the people who should be celebrated. The people who are really doing something to make our lives better.|
|Group Creative Director||Tom Godici|
|Group Creative Director||Greg Ketchum|
|Associate Creative Director||Jocelyn Cleary|
|Associate Creative Director||Michael Paterson|
|Art Director||Michael Paterson|
|Art Director||Mitch Ratchik|
|Agency Producer||Elizabeth Lucas|
|Art Buyer||Elizabeth Lucas|
|Agency Producer||Patti McConnell|
|Agency Producer||Melissa Mapes|
|Director of Photography (DOP)||Adolfo Doring|
|Production Company||Proof Films|
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