Lenovo

Difference Makers

The Ask

“How can we humanize Lenovo’s technology by showcasing the real difference makers in small businesses?”

— Lenovo SMB Marketing

Insight

Small business owners are the unsung heroes driving innovation and growth, but they often overlook how technology like Lenovo devices empowers their everyday achievements.

Idea

A documentary-style campaign featuring real Lenovo customers who are “Difference Makers” in their communities and industries, highlighting how ThinkPad and other products help them make an impact.

Impact

YOY record North American SMB market share and sales, and the creation of a value proposition used worldwide.

More work