Lenovo: Lenovo Art Switch Project

Lenovo Yoga Book is an ultimate art-tab in a laptop format. It has 2 touch displays: one to surf and interact in a usual way & one e-ink display to read, type or even draw as on graphic pad. Nowadays everyone can be an
artist open Instagram and upload a snap. Algorithms and filters will do all the dirty work for you. BTW, you have the 24/7 studio in your hands the smartphone or tablet. So nobody draws today. Bring back fun of hand-drawing by literary re-creating photos.
To present multi-functional benefits of Yoga Book we collaborated with professional illustrator and Bird in Flight biggest ukrainian site about modern photography and visual culture. We asked an artist to recreate all photo content from BiFs main page.Then we added Art Switch trigger that replaces all photos with artists illustrations on BiF`s main page. Yep, firstly users reacted WTF!!!, but changed their mind to "WOW that's cool!" while playing with Art Switch to compare photo & illustrations on site. In addition we created longread with interview and the video story about project with link to product page. RESULTS in 24 hours x2.5 - more traffic than average
184k - total reach without paid media
4 min - average contact time with branded longread