THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 16th Annual Shorty Awards

Brave New Art

Winner in CTV/OTT

Objectives

 

While Lenovo Yoga is a creator-first laptop series, our competitor had a lion’s share of the market. Despite Apple MacBook's market share growing 2x year-on-year in India, our laptop share remained stagnant.  :/ :/ 

 

In 2023, we decided to shake things up. We aimed to remind creative individuals, especially Gen Z, that an Intel-powered Lenovo Yoga is not just a laptop—it's a creator's best friend. 

 

LET'S UNLEASH THEIR CREATIVE GENIUS! 

 

Strategy and Execution

 

INSIGHT : THE CREATIVE PROCESS IS GOLD

 

Our audience was no longer satisfied with just good art. They appreciated the creative thinking and the craft that went into making something truly artistic. Authenticity emerged when the creative process behind the camera took center stage—the true masterpiece. 

Using this insight, we decided to bring together artists from various mediums for a two-part reality series - BRAVE NEW ART, that takes you deep into the heart of creative processes.

Our strategy was to demonstrate how good our machines are, by challenging our artists to push both their creative limits and those of our Lenovo Yoga laptops. 

 

MICRO INFLUENCER STRATEGY 

 

Four artists from different art mediums, came together to create a never-imagined-before fusion. A martial artist joined hands with a VR wizard, while an AI expert jammed with a 3D artist.

Our reality series - Brave New Art, captured their creative process for the world to see. 

 

REALITY SERIES THAT BECAME A ONE-OF-A-KIND PRODUCT VIDEO 

 

The struggle of our artists while exploring the challenging theme of each episode, is what engaged our audiences. How would an ancient art form stand the test of modernisation? What goes into crafting a piece that not only embodies their vision of the future but also inspires?

This was also where the true test of our machines took place. Rendering for the future in minutes is no easy feat. Thus, we never had to force product integration into the storyline. 

 

STREAMING INSPIRATION 

 

The biggest praise came when we were offered a spot on India's leading streaming platform, Disney+ Hotstar. 

4 Episodes. 2 Seasons. All in One Year!  

 

ON-GROUND ACTIVATION 

 

Inspired by the Future Museum in Episode 2, we also allowed audiences to try their hand at AI-generated art. This Future Citizenship Programme enabled people to create their AI-imagined future selves. 

 

Results

 

BUSINESS RESULTS

 

 

PERFORMANCE ON OTT

 

 

AND THE OSCAR GOES TO....

 

 

Media

Video for Brave New Art

Entrant Company / Organization Name

FCB Kinnect, Lenovo x Intel

Links

Entry Credits