Huge and Lenovo launch New Yoga Book with Integrated Global Campaign.

Creative Demonstrates Unique Features of the Tablet Through Choreographed Vignettes.

Michelle Pulman
October 6, 2016

October 6, 2016. London. Consumer electronics company, Lenovo, is releasing a series of short films to launch the new Lenovo Yoga Book, which was unveiled to widespread acclaim at IFA Berlin last month.

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Created by Huge in London, the five 20-second spots are carefully choreographed vignettes of people’s lives, which demonstrate how the unique features and versatility of the new 2-in-1 tablet can fit effortlessly into them.

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The campaign’s creative platform focuses on the broad array of uses that the Yoga Book offers people in their daily lives, enabling them to be more creative and productive than ever before with a mobile device. The films will run globally across TV, Cinema, digital and social channels, including Facebook and YouTube, from September to coincide with the product’s worldwide release.

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Anjana Srinivasan, global marketing director, Lenovo said: “Yoga Book is jam-packed with innovative features, from being able to instantly digitise paper notes to providing a superior tablet typing experience on Halo Keyboard. We wanted to show in a fresh and exciting way how this device will fit into and enhance our customers’ lives, and believe these films do an excellent job of that.”

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Brian Brady, creative director, Huge added: “Lenovo is rightly renowned for product innovation and the Yoga Book represents one of the biggest leaps in tablet technology. Our aim with this campaign was to bring to life some of the tablet’s unique features and versatility in a fun and dynamic way. At Huge, we take a human-centred approach to design, so putting real people front and centre in these films was crucial to our approach in making the advanced technology relatable.”

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About Huge: Huge is a global digital agency that provides business strategy, design, marketing and technology services to some of the world’s largest businesses and best-known brands. The company is known for successfully harmonizing user needs and business goals to create industry-changing digital experiences for its clients. Huge has offices based in Europe, the United States, Latin America and Asia, and is part of the Interpublic Group of Companies.