Trade shows are usually seen as an opportunity for brands to do something big and flashy. Lenovo took the opposite approach. Instead of going big, they went small. Really small.

The Lenovo Yoga Book is a high tech, flexible product that lets you work and create, with less. We showed the product’s functionality through miniature worlds set around the product. Four Yoga Books were laid out with unique scenes that displayed key product features.

Cinema World (Tent Mode): A miniature theater built around the Yoga Book as it played a film.

Writing World (Drawing Mode): The Yoga Book in an open position as the stylus is held up by miniature people.

Pool World (Folded Mode): Folded Yoga book displaying moving water with figurines swimming and lounging by the device.

Disco World (Standing Mode): Miniature dancers and DJ showing off the backlit halo keyboard as a disco ball plays on screen.

The display was a set of four Yoga Books surrounded by their own “worlds,” showcasing the multi-mode features of the product. The beautifully crafted sets consisted of handcrafted miniature figurines and other paraphernalia that created small scenes around the devices. Each display was engaging to event attendees and drew them into the booth. Every device had its own story, illustrating one of the four modes and showing the product’s versatility. The entire project was created without any writing, so viewers of all backgrounds were able to quickly understand how the products functioned without any language barrier. This in turn allowed the setup to be replicated in various markets during the product’s actual launch in Europe and Asia.

The concept achieved its mission by successfully securing a spot in the Walmart Holiday media buy. Lenovo was placed second in the technology category with an average rating of 4.74 out of 5 and received the second most reviews at the event. The high ratings allowed the product to be featured in the $300M Walmart media buy, which helped sales of the product during the holiday season.

We met the challenge of communicating the product’s flexibility, 4-in-1 productivity, dual use stylus (with or without ink), halo keyboard (backlit keyboard), and create pad for digital paint through the small scale display. We turned complicated technology features into a simple, entertaining story.

Lenovo was so impressed with the work that it inspired a second phase of the same concept that was rolled out at IFA. Held in Berlin, this event was the official release for when the products went on sale.