Lenovo - "Weightless"

Ogilvy Worldwide

Ogilvy Worldwide New York, Stati Uniti

7720

Marca: Lenovo
Paese: Stati Uniti

Cliente: Lenovo

Titolo	Weightless
Agenzia	Ogilvy Worldwide
Campagna	Best-Engineered - Lenovo
Cliente	Lenovo
Marca	Lenovo
Posted	Luglio 2007
Prodotto	ThinkPad
Settore	Computers, PDA e calcolatrici
Slogan	New World. New Thinking.
Trama	The video portion of the WEIGHTLESS shoot was shot during a parabolic flight run by the Zero Gravity Corporation. The photographer and crew all had video cameras, and still cameras to shoot the action, which was 12, 20 second bursts of total weightlessness. How weightless flight works is, the pane is flown at 45 degrees up, then 45 degrees down. At the top of the arc, when the plane is going from 45 degrees up to 45 degrees down, there are roughly 20 seconds of weightlessness. It was during these bursts of weightlessness that the spot was shot.
Filosofia	This campaign is about making heroes of the people who design and create Lenovo products: the worlds best engineers. It is because of them that Lenovo ThinkPad has won more design awards than any other company.
Problema	The new world isnt being built by movie stars or football players, pop singers or supermodels. Its being built by scientists and researchers and engineers. Theyre the people who should be celebrated. The people who are really doing something to make our lives better.
Tipo di Media	Televisione
Lunghezza	60 seconds
Group Creative Director	Tom Godici
Group Creative Director	Greg Ketchum
Associate Creative Director	Jocelyn Cleary
Copywriter	Jocelyn Cleary
Associate Creative Director	Michael Paterson
Art Director	Michael Paterson
Copywriter	Mark Girand
Art Director	Mitch Ratchik
Agency Producer	Elizabeth Lucas
Art Buyer	Elizabeth Lucas
Agency Producer	Patti McConnell
Agency Producer	Melissa Mapes
Photographer	Christian Weber
Direttore della fotografia	Adolfo Doring
Editor	Adam Liebowitz
Casa di Produzione	Proof Films