The Cannes Lions International Festival of Creativity kicks off on 17 June 2024. Manifest's coverage for the festival continues with its 'India at Cannes' series. This series will showcase all of India's entries to this year's festival, speakers giving a sneak peek of their talks, and those attending the festival sharing expectations. 

In this piece, we showcase GoodFellas Studio's entry for this year's festival. The agency has shared one entry. 

Lenovo - Brave New Art

Category entered in: Entertainment Lions 

Lenovo Yoga is a creator-first laptop series. In collaboration with FCB Kinnect, they decided to remind creative individuals that an Intel-powered Lenovo Yoga is not just a laptop—it's a creator's best friend. For their audience the creative process is gold. Apart from the artwork they want to see the creative thinking that goes into making something.

Inspired by India’s rich artistic heritage and the growing influence of technology in art, in collaboration with FCB Kinnect, we created a two-part reality series called 'Brave New Art' for Lenovo. The series took audiences behind the scenes of creative processes, showcasing collaborations between artists from diverse artistic mediums. Artists from various mediums came together for 'Brave New Art',  a two-part series. Our audience watched them take up creative challenges using Lenovo Yoga laptops. A martial artist joined hands with a VR wizard, while an AI expert jammed with a 3D artist for never-imagined-before fusion. The series was offered a spot on one of India's top 3 OTT platforms - Disney+ Hotstar. Additionally, it was made widely accessible on YouTube.

The execution of 'Brave New Art' was a meticulously crafted endeavor aimed at creating an authentic and relatable experience for the audience. The production design and color palettes were carefully curated to reflect the diverse artistic backgrounds of the collaborators, with a seamless blend of traditional and contemporary elements, fostering an atmosphere of creative exploration and boundary-pushing innovation.

The music and editing were meticulously crafted to complement the emotional beats of each artist’s creative journey, enhancing the atmosphere and mood without overpowering the dialogue or the artistic process itself. This seamless and well-paced storytelling experience allowed the audience to fully immerse themselves in the creative odyssey unfolding before them.

The series got 40 million video views across platforms with a 9.5 IMDB rating. The business result - 88% YoY increase in sales for Lenovo Yoga in Q3. Performance on OTT - significant uplifts of +6% & +4% on brand awareness and brand favorability.

This project is a testament to the power of storytelling. By showcasing the creative process in all its messy glory, we helped creators connect with the Lenovo Yoga as a true companion on their artistic journeys.

Creative agency : FCB Kinnect

Production house: GoodFellas Studio

Director: Deeksha Tripathi

Executive producer: Ridhesh Sejpal

Senior producer: Somnath Bagh

DOP: Alpesh Nagar

Also read:

India at Cannes: FCB Kinnect's entries

India at Cannes: MullenLowe Lintas Group's entries

India at Cannes: Mindshare India's entries

India at Cannes: OML's entries

India at Cannes: Bang Bang Mediacorp's entries

India at Cannes: BBDO India's entries

India at Cannes: White Rivers Media's entries

India at Cannes: Leo Burnett India's entries

India at Cannes: Sociowash's entries

India at Cannes: The Titus Upputuru Company's entry

India at Cannes: Havas India’s entries

India at Cannes: Dentsu Creative India's entry