DO-ing the Lenovo DO Machine
The Lenovo DO Machine was realised in the Big Kahuna workshop.
Much of the TVC was filmed in and around our workshop in Rozelle, NSW.
Client: Lenovo (in partnership with Intel)
Agency: Play Communication
Brief: Bring to fruition the suped-up motorbike of Play and Lenovo’s dreams for “The Dream Realisation Project”
Successive winner of experiential marketing awards Play Communication and their client, tech-giant Lenovo (in partnership with Intel) imagined a new marketing campaign built around the idea of DO-ing what you’ve always dreamt of, in conjunction with Lenovo’s global brand re-launch “Lenovo, For Those Who Do”.
They carefully cast the handsome, chiselled pract-ocrat to be the face of the Lenovo campaign. He was to build the motorbike of his dreams — cue Big Kahuna Imagineering: as both the builders of the motorbike and the DO-er’s workshop — backdrop of the campaign (becoming the fifth time we’ve proudly had our workshop used in a campaign as the set and environment!).
With brief in hand, Big Kahuna set to work transforming two heavy, old, powerful bikes into “dream machines” — monster motorbikes with not one but six, fully-functioning Lenovo computers built-in. We stripped them down, scrubbed them clean and blasted them with a new coat of menacing, militaria-like dusky-grey primer akin to an “Air fix” scale model.
- Motorbike with sidecar before a dose of the Big Kahuna brand magic…
- Primed and ready
The all over dusky-grey colour was implemented tactically during WWII, rendering assistance to discreet messenger runs by reducing the enemy’s retinal contrast ratio detection ability, at dusk, when colour perception to distant objects by the cones in the foveal or focusing vision became impaired with the onset of nightfall, yet there was just enough light for a rider to negotiate a route without a headlamp.
Once fresh and clean, we caked on the fake mud and smearing fabricated bugs across the front to give the impression they have survived the rigors of driving all over Australia while cradling Lenovo’s precious cargo.
The “Dream” of the “Dream Realisation project” really took root here (visually) with Play’s art direction. Thereafter, Lenovo’s cache of new display models with superior PC features like impact-tolerant TFT screens and their fully-flat opening laptop hinge could take its XM stage.
- Final realisation
As a brand display, the wicked set of computing tools sell themselves on the blanched, yet magnetic construct of the bikes — a case study of just ONE man’s dream!! Surely the punters can’t deny themselves the demonstrated offer that implies a Lenovo DO thingy* will help deliver their DO-able dreams too! *Albeit, a Giga-whiz-tech-bit, supported by Intel’s latest and greatest tiptotanium-coated, über-splankiferous, critico-nerd squishing technology.
Technology – it’s all in the application. Everyone computes. Lenovo effects, for the DO-ing kind. “Do you DO?”, this activation posits. Experiential prop designs usually involve exaggerating the distinctive features or wholes of what’s for sale in the stores, so the ‘shelf-pick’ is compelled – easy. This below-the-line campaign piece is brilliantly personal at its core. Very pervasive, yet subversively persuasive.
Currently greeting domestic travelers disembarking in Melbourne, the Lenovo DO Machine will soon be found in Brisbane, Sydney and Auckland domestic Virgin terminals.
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