What started out as an intent to just capture the narrative of the Yoga, soon evolved into something much bigger.
Brave New Art was envisioned as a coming together of two disciplines of creativity: the analog and the digital. With the construct of featuring never before collaborations between these two schools using the Lenovo Yoga as a bridge, each episode intended to create a new expression of art itself.
What market insights drove the creative inspiration behind the campaign?
For artists and creators, the laptop serves a higher purpose; it becomes a channel to express their creativity itself. While the Lenovo Yoga serves this very purpose, our intent was to capture the myriad ways in which it can enable creativity.
“While the vision was always to engage in storytelling, we also wanted to look at unique ways of achieving it.”
To drive salience in the previously mentioned Target Audience, we created Brave New Art: something that would not just showcase the power of the device, but the multiple ways in which the power of creativity could be harnessed through its different features.
How did the campaign evolve creatively?
What started out as an intent to just capture the narrative of the Yoga, soon evolved into something much bigger. While the vision was always to engage in storytelling, we also wanted to look at unique ways of achieving it. One thing led to another, till we finally arrived at Brave New Art – a first for Lenovo and FCB Kinnect.
Can you tell us about some of the challenges in putting the campaign together for launch?
It was a really rigorous project, with a lot of moving parts. While we spent a lot of time sharpening our concept itself, the execution also came with its own set of challenges.
Shot across multiple cities with four different artists across many, many days, it was quite a big, logistically challenging project. In the middle of all of this, one of our artists also got unwell, leading us to rejig a lot of our planning. But at the end of it, it all came together, thanks to the grit and determination of the extended team that worked on it.
What were the results in terms of your client and your agency’s KPIs?
The campaign was optimised on primarily views. Since its release, the campaign has racked up a cumulative 10mn+ views, with an incredible 78% retention rate for a long form video. With the series going live on Hotstar on 7th June, the campaign is continuing to perform well.
Conceptualization: FCB Kinnect Director: Sonal Batra ECD: Mithun Mukherjee Lead Creative Producer: Manan Gala Senior Creative Producer: Kosha Deliwala Servicing: Sachi Pandya, Disha Shah, Riddhi Oza Creative Group Head: Vandita Gauba VP – Influencer / Video Production: Kejal Tekchandani Kinnect Outreach Team: Mala Sharma, Ishmit Mokha, Mitalee Phatak (Logo Design Identity) Sr. VP & National Design Head: Priyanka Mestry Soni (Logo Design Identity) ACD: Lekha Kambli
We never share your info, we only share ours