Lenovo Connects with Pinky Cole and Lauren Good Day for 'Be Greater Than' Campaign

Lenovo’s latest campaign - Be Greater Than - shines a light on the change-makers who are working to overcome obstacles that would otherwise prevent them from doing good in their communities. 

Created by 100% Black-owned agency HERO Collective in along with Lenovo, the Be Greater Than campaign features Ms. Pinky Cole. With more than half a million social media followers, a spot on the coveted Forbes Magazine ‘Women Of The Next 1000 list,’ and a rapidly expanding plant-based vegan restaurant empire, Ms. Cole has been called the ‘Martha Stewart of food inequality’ by respected media outlets such as CNN and the New York Times. In the campaign’s broadcast debut, Ms. Cole describes how using Lenovo’s world-changing laptops helped her during her personal journey from fast food lover to vegan food expert and successful entrepreneur. 

The second partnership of the Be Greater Than campaign features Ms. Lauren Good Day, an award-winning Arikara, Hidatsa, Blackfeet and Plains Cree designer. This passionate multi-hyphenate is revitalising the creative output of her people, by forging new approaches to the development of indigenous regalia.

Joe Anthony, CEO and founder, Hero Collective, “Be Greater Than is more than a social marketing campaign. It’s a declaration made by young millennials and members of gen z that our collective potential as a society will not be determined by forces that limit our ability to be great. It’s a recognition that greatness is not measured by what you have, but what you’ve contributed to your community and to the world.”

“We believe in smarter technology for all people, including those that are solving problems, creating opportunities, and transforming their communities. Lenovo’s premium laptops are designed to empower today’s change-makers with greater performance, greater creativity, and greater portability,” said Lenovo NA chief marketing officer Gerald Youngblood. “Smarter technology for all is about driving real and meaningful impact through technology.” 

The campaign launches across social media platforms beginning March 1st with paid support on March 13th.