Lenovo has launched two new products, the Lenovo IdeaPad U310 and the Lenovo U410 Ultrabook, with “The Book of Do”, an integrated advertising campaign. The campaign begins with “Seize the Night”, an online, television and cinema commercial featuring five friends, the mastermind, mixmaster, artist, programmer and engineer use their Lenovo IdeaPad U310 and U410 Ultrabooks to pull off a “coup.”
Click on the image below to play the Seize the Day video in YouTube (HD)
The Book of Do campaign is designed to reach youth via intersecting technology with their interests. To creatively introduce U.S. college students to the Ultrabooks, Lenovo is giving students the opportunity to dash on campus to win their own “Book of Do” at several colleges this fall. Lenovo is also working with DoSomething.org and Microsoft Bing this summer to inspire youth to act in their communities with The Hunt: 11 Days of Doing, starting July 10. Each day, young people will receive clues on service-related tasks to complete to win Lenovo U310 and U410 Ultrabooks and other prizes.
The Seize the Night campaign was developed at Saatchi & Saatchi New York by chief creative officer Con Williamson, executive creative director Brian Carley, senior art director Dave Hong, copywriter Lincoln Boehm, executive producer Bruce Andreini, music producer Ryan Fitch, director of integrated production Kedma Brown, integrated producer Tracy Sipka, senior art buyer Hillary Jackson, account supervisor Brandon McGraw and account executive Chris Connor.
Filming was shot by director Tomas Jonsgarden via Anonymous Content with senior executive producer Jeff Baron, producer Magnus Akerstedt, director of photography Sebastian Blenkov, production designer Lina Nordqvist, stylist Angelica Tibblin Chen, hair and make up stylist Tuija Valen.
Editor was Marcus Kryler at Rock Paper Scissors with executive producer Eve Kornblum.
Visual effects were produced at The Mill, New York, by executive producer Jo Arghiris, post producer Lily Tilton, lead Flame artists Martin Lazaro and Westley Sarokin, colorist Fergus McCall.
Sound was mixed at Sonic Union by Steve Rosen.
Music was produced by stylist Jesper Gadeberg and composed by Peter and Asger Baden. Sound was designed by Frippe Jonsater at Ljudligan. End music is “Devil’s Town” by Baskerville. Audio sweetening was by Ryan Lott.