FeaturedThe Work

Lenovo: ‘Man’s World’


With only 34 per cent of employees at Lenovo being women, the tech firm wanted to change that.

So Lenovo launched a dedicated recruitment campaign to promote gender diversity in the workplace.

They re-recorded the iconic Man’s, Man’s, Man’s World” song by James Brown, but sung by a woman. The film then encouraged women to join Lenovo’s world by driving them to the dedicated recruitment website LenovoWomen.com. Here, women could learn and understand Lenovo’s gender-inclusive work culture from the women working at Lenovo and be encouraged to join their world.

Brand: Lenovo

TITLE: Man’s World

AGENCY: OgilvyOne Dubai

Sound Production: Never Time Records

Production agency: Great Guns

ECD: Will Rust

creative director: Logan Allanson

Copywriter: Prajakta Moore

DEsign: Muhammad Umir, Rafael Valencia