New York - As one of the largest international coordinated marketing campaigns in Lenovo's history, Saatchi & Saatchi New York launches the latest iteration of its "For Those Who Do" campaign to give consumers a glimpse into the exciting and innovative ways the new IdeaPad Ultrabooks can play a role in enhancing their digital lives. Saatchi & Saatchi's work brings to life the people who "do" behind the device-the musicians, artists, developers, and engineers, but more importantly, highlights how the Ultrabook helps people do powerful things.
With that inspiration, the Agency created an integrated campaign, anchored by a five minute short-film, "Seize the Night," to showcase the heralded new Ultrabook laptop that combines the necessary functionality of a traditional computer and a youthful, chic design.
Filmed in Stockholm and shot like an actual movie, the short-film takes viewers on the fast-paced, covert journey of a group of friends, while poignantly emphasizing Ultrabook's sleek, portable and sophisticated design at every turn. The friends use the Ultrabook to coordinate the planning of a secret mission that is ultimately revealed to viewers at the end of the film.
Each individual uses the versatile laptop differently in the process, made possible by the Ultrabook's thin, light and therefore portable design. With a tension-building score and a track from the band Bakersville called "Devil's Town" paired with eye-catching visuals, the short-film captures the modern, stylish essence of Lenovo's Ultrabook.
Be sure to check out the "Seize the Night" film at http://www.youtube.com/watch?v=OoXr6sQlaRk
Saatchi & Saatchi NY's 30' television spot serves as a "trailer" to drive people to watch the long film online, while rich media and print reveal how each member used the IdeaPad Ultrabook to pull off the stunt. The multifaceted integrated campaign will run in major international markets including the U.S., U.K., Germany, Russia, China, India and Japan.