Campaign for Lenovo’s Yoga Slim Inspires Us to 'Just Be You'

No one is just one thing anymore. GenZs and young millennials are eclectic mixers, curators and masters of blending. Amsterdam and New York-based independent creative agency SuperHeroes used this idea as the starting point of a new global brand campaign called 'Just Be You' for Lenovo’s Yoga Slim premium series of laptops. 

To tell the Lenovo brand story, SuperHeroes teamed up with Caviar Film Studio and the KinoPravda director’s collective. “We wanted to integrate the laptop as playful and entertaining as possible, a fun, surprising and gripping film with a very fluid and dynamic edit,” Kinopravda explains.

The campaign tells the life of Anna, a young woman with many passions and interests, who uses the Lenovo Yoga Slim for them all. “The TVC uses a ‘pass the baton’ approach where each version of Anna interacts with herself, taking the laptop to show another side of herself,” says Rogier Vijverberg, founder and ECD of SuperHeroes.

The anthem of the campaign is a song by Lady Bri called 'Do what I do', which was sourced and produced by MassiveMusic. As part of the launch campaign, the track was also remixed and used for ‘The Mix Masters’, an extensive social extension of the brand campaign on TikTok and Instagram. 

From North America and Brazil, to India, Europe and Southeast Asia, the campaign is now live in over 15 markets around the world.