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New Realities for a Better World

Disrupting a category by taking a stand on inequality through authentic storytelling

Inspire Global Empathy and Connection Through Technology

Strategic Planning, Creative Production, Experiential, Partnerships, Influencer Marketing, Earned Media, Paid Social

Empathy is the one human instinct that can help us find solutions to the global issues we are facing today. We wanted to win hearts and minds of millennials and opinion formers by showing how Lenovo products and technologies can empower greater empathy around universal desires for a better world – new realities – for all by taking a stand on inequality.

Zeno and Lenovo invited people to see the world through the eyes of young female activists from ten different countries around the world, through a compelling film series shot in 360 degree Virtual Reality. The immersive films powered a firsthand viewpoint into the realities of these young women, creating a sense of presence, a strong connection, and a deep level of empathy. As part of the New Realities campaign, we brokered a global partnership with Girl Up, the gender equality initiative of the United Nation Foundation, and funded $100,000 in grants for young women. We also held a global immersive virtual summit, headlined by filmmaker and activist Ava DuVernay, and partnered with VICE/Refinery 29 to offer a behind-the-scenes look into the making of the campaign and films. This initiative also included influencer testimonials, branded content, media relations and paid media.

Authentic storytelling and creative that empowered young women globally

5.39+ million

Instagram and YouTube video views from the paid social campaign

160K+

unique microsite visitors following the campaign launch

350+

global earned media stories and counting