Nikki Wicks
Apr 16, 2015

Lenovo hosts digital street art exhibition to promote new tablet

SINGAPORE - Lenovo is tapping into Singapore’s art scene for a one-off street art exhibition to promote its new tablet.

Lenovo hosts digital street art exhibition to promote new tablet

In collaboration with social-media agency We Are Social, the Lenovo #LightandSeek campaign will see a series of artworks projected at 10 different locations around the city using the new Lenovo Yoga Tablet 2 Pro.

The event aims to engage the art community while showcasing some of the tablets new features, including its built-in projector. Ten local artists will showcase works in the street exhibition, and viewers will be encouraged to take a photo of their favourite projected art and share it on social media.

Rod Strother, director of Lenovo’s digital and social centre of exellence, described the campaign as “a perfect marriage of technology and content” and said he hoped the project would spread beyond Singapore.

“It is really about enabling the artist community to reimagine Singapore” Strother said in a press release. “The artists involved have been able to see the creative potential of the device and have taken it to another level. Having the device and the projector all in one, and the portability that it offers, will bring the artists’ ideas to life around the city. Their content will showcase the product in the best way possible.”

Teaser video for Lenovo's Light & Seek campaign

Sharim Gubbels, creative director at We Are Social said: “Technology has always opened up new avenues for artists to explore, and at times even pushes the boundaries of art itself. This is a perfect example of it.”

Real-time coverage of the exhibition will be shared through Lenovo’s Singapore Twitter account and Instagram (@lightandseek) with updates to help guide people around the different art projection locations.

We Are Social has worked with Lenovo on a number of digitial campaigns. In December last year, the agency ran a global holiday initiative in an attempt to create the ‘world’s first global 360° selfie’.


Related Articles

Just Published

9 hours ago

Facebook extends 'more together' thought with ...

Watch the film conceptualised by Taproot Dentsu here.

10 hours ago

Ogilvy names Liz Taylor as global chief creative ...

Taylor becomes first woman to hold Ogilvy's top creative position.

11 hours ago

Don’t like policing people and if a brand is legal, ...

The Indian actor opens up what he likes and dislikes about advertising, why he’s not on social media, and why he believes OTT is far superior to television

11 hours ago

Airbnb halves performance marketing spend with ...

Total marketing spend fell 45% as Airbnb used 'brand to attract more guests via direct or unpaid channels'.