Client Question: How can Lenovo add another chapter to their Work For Humankind Campaign by leveraging AI for social good, specifically targeting Gen Z creatives?

As a member of the Communications and Strategy team for my final capstone project, I helped tailor our messaging to align with the campaign and brand image. I also helped with the creation and execution of our campaign development.

What Our Campaign Accomplishes

1

Target young,
innovative,
creative minds
around the
world.

2

Showcase compelling,
universally-relatable
stories of real people
that enforces real
change.

3

Connect with the
values of older Gen
Z and younger
millennial audiences.

4

Prove that the
Lenovo Aura Edition
AI PC will redefine the
creative experience.

Campaign Tactics

  • Lenovo is launching a nationwide competition to highlight creative talent using the Aura Edition AI PC. Students and professionals in the U.S. can submit digital art, prototypes, and interactive experiences powered by Lenovo technology. Influencers Zach King and Karlie Kloss will participate, encouraging new entries and sharing their creations on social media to boost awareness of the campaign.

  • Midnight Moment is the longest-running digital art program held in Time Square, New York City, each night from 11:57 p.m. to 12:00 a.m., featuring the works of contemporary artists worldwide. This spectacle is seen by millions of people throughout the year and is a great opportunity for Lenovo and our “Pixel Playoffs” idea to gain recognition beyond the internet.

  • Lenovo would partner with local artists and tell their stories in Docu style format. Launching these types of videos that allow artists to share their stories could yield a great amount of impressions on YouTube, Instagram, and TikTok

  • Lenovo is launching an immersive art installation tour across major cities such as Raleigh, Washington D.C., Houston, and Los Angeles, designed to engage younger audiences. These installations will feature AI-driven art exhibits that promote creativity for different causes. One highlight will be a powerful exhibit by Archer Senft, a full-time artist who, after a life-changing diving accident left him paralyzed from the shoulders down, has harnessed innovative accessibility technology to continue his artistic journey. Additionally, each installation will include an AI Art Creation Station, where visitors can create their own AI-assisted artwork. To make the experience even more vibrant, local food and drink vendors will be on-site, offering a taste of the community’s flavors.

See the full campaign here: