Lenovo is the largest manufacturer of personal computers and other electronics with a 20% share of the global market. But despite the leadership position in the Ukrainian market, consumers had stereotypes that it was “cheap” and “Chinese” in a bad sense of the word. The trail of this reputation did not allow consumers to notice the main thing: Lenovo is a progressive brand that creates truly innovative products. A tablet with a built-in projector, a transformer with a removable keyboard, and a graphic tablet—this is how a revolutionary thinks, not an imitator. Based on that, we began to build a new communication campaign.