Lenovo teamed up with several agencies for the launch of its new multi-year “Goodweird” campaign, including DLKW Lowe (who handled broadcast, cinema, print, digital and OOH advertising as lead creative agency), We Are Social (who handled social media activations) and Blast Radius (who handled digital assets, including the building of http://goodweirdproject.com/global/en/).
The 60-second spot at the center of the campaign launch opens with the question, “Where would we be without weird?” It goes on to explore ideas that seemed strange upon their introduction but went on to change the world, like an early flying machine and a bag phone. “…a lot of weird things turn out to be…good. They’re goodweird,” the voiceover concludes as the footage shifts to the Lenovo Yoga 3 Tab, which features a built-in projector. In addition to the agencies previously mentioned, Lenovo will also be working with Tongal on digital and social content and PR agency Weber Shandwick, as well as teaming up with Buzzfeed and influencers on YouTube and Vine to create “Goodweird” themed content aimed at millenials.
“We had to embrace a different agency model,” Quinn O’Brien, vice presdient global brand strategy, content and design at Lenovo explained to AdAge. “There are three different entities from three different holding companies working on this. In a lot of ways we initially forced them to work together and talk about the brief, but once the idea came out it, it was a lot easier to rally them around a single idea and they eventually worked very closely together to roll this out.”
This is a multi-year effort, so expect plenty of “Goodweird” to come as Lenovo hopes people learn to associate the term (already in use prior to the campaign) with the brand.