Thinkpad X1 CarbonLenovo
Lenovo came to The Woo to launch their new ThinkPad X1 Carbon, a seriously tough, seriously advanced business Ultrabook forged from carbon fiber. Lenovo developed the X1 Carbon in response to a growing trend of ‘consumerization’ – a tendency for business professionals to take their consumer devices into the workplace. The Woo created a global, integrated campaign that serves as a strong call-to-arms for Lenovo’s cult-like ThinkPad business followers to ‘get black to business’. And, more playfully, serves as a not-so-subtle reminder to an unnamed competitor that business is ThinkPad’s territory, and Lenovo intends to guard it with every carbon fiber of their being.