Cannes Lions

Art Switch project

NGN.AGENCY, Kiev / LENOVO / 2019

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Today everyone can make some-sort-of-art in a second.

Just snap a picture - filters and AI will do all dirty work for you.

At the times, when millenials are obsessed with insta-art, Lenovo needed to promote its creative tab YOGA BOOK to young creatives.

Idea

Challenge & Idea

Lenovo reminds us about joy and fun of drawing not by tricky algorithms, but by own hands in 21 century with Art Switch Project

Strategy

To catch young creatives and present multifunctional benefits of Lenovo YOGA BOOK we collaborated with Bird in Flight (BiF), the biggest ukrainian site about modern photography and visual culture, and professional illustrator. We asked an artist to recreate all photo content from BiFs main page. Then we added Art Switch - trigger that replaces all photos with artists illustrations on BiF`s main page. Yep, firstly users reacted "WTF!!!", but changed their mind to "WOW that's cool!" while playing with Art Switch to compare photo & illustrations on site. In addition we created longread with interview and the video story about project with link to product page.

Execution

We asked an artist to recreate all photo content from BiFs main page. Then we added Art Switch - trigger that replaces all photos with artists illustrations on BiF`s main page. In addition we created longread with interview and the video story about project with link to product page. The longread was distributed via BiF's social media, email and push-notifications. The project only lasted 24 hours.

Outcome

Results in only 24 hours:

x2.5 more traffic than average

184K+ total reach without paid media

4 mins — average contact time with branded longread

Similar Campaigns

12 items

Meowbook

LEO BURNETT UKRAINE, Kiev

Meowbook

2021, LENOVO

(opens in a new tab)