Michael Paterson
Executive Creative Director at Ogilvy & Mather
New York, United States
Campaign Best-Engineered - Lenovo
Advertiser Lenovo
Brand Lenovo
Product ThinkPad
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 world’s best engineers. It is because of them that Lenovo ThinkPad has won more design awards than any other company.
Problem The new world isn’t being built by movie stars or football players, pop singers or supermodels. It’s being built by scientists and researchers and engineers. They’re the people who should be celebrated. The people who are really doing something to make our lives better.
Media Type Television
Group Creative Director
Group Creative Director
Associate Creative Director
Associate Creative Director
Art Director
Art Director
Agency Producer
Art Buyer
Agency Producer
Agency Producer
Director of Photography (DOP)
Production Company

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