New Realities

The New Realities project scoured the world to find 10 fearless women from 10 countries who were breaking gender norms, to create a series of immersive 360° virtual reality short films. Pairing up with a team of Emmy- and BAFTA-award-winning female directors and producers, Lenovo worked with different NGOs in each country to find groundbreaking women aged between 16 and 24. They included Noi in Japan, who worked on robotics in education, and Jamilah in Germany, who brought to life the role of music and tech in female empowerment. New Realities was also forged in collaboration with Girl Up, the gender equality initiative of the United Nation Foundation, and Vice Media Group, with the aim of pushing the boundaries of what was possible in VR. The campaign was created and launched in the midst of COVID-19, premiering in October 2020 in a virtual art gallery with 400 attendees dialling into launch events across three continents. During the launch, those attending were able to watch the films, join live Q&As with key figures in the project and access research findings from Lenovo. The campaign’s results speak for themselves. With 3,035 total pieces of global coverage and 28 million total film views, brand favourability rose by double digits across 10 key countries, and Q4 revenue rose 3.6 per cent year on year. less https://www.lenovo.com/us/en/newrealities/