Backing Every Business

Small and medium-sized businesses make up 90% of all companies worldwide, yet most founders still lack access to the capital, technology and guidance they need to scale. 

For Lenovo's global small business initiative, we built a campaign around a single insight: a problem shared is a problem halved. Rather than run another grant-and-technology giveaway, we made peer connection the core mechanic through Twinning – a cross-border mentorship model that pairs founders facing similar challenges across industries and geographies, with actress, investor and entrepreneur Eva Longoria joining as the network's "anchor mentor." By making participation itself the engine, we evolved Lenovo's North American Evolve Small program into an always-on global platform built for sustained impact, not a single moment.