Lenovo has partnered with virtual influencer Imma for a new campaign in Japan encouraging people to embrace and express their creativity.
The campaign, ‘Yoga For All of Us,’ pairs the computer-generated Imma in a brand video alongside human Japanese influencers Ai Momoka, Glay, and Na.
Lenovo focuses the concept of ‘normal,’ as lifestyles, professions and backgrounds once deemed to be alternative lifestyles which are now accepted as mainstream.
“Our Yoga line is designed to take into account the diverse needs of our customers, who hail from a range of backgrounds and personalities,” said Xiqiao Liu, chief marketing officer for Japan at Lenovo.
“Imma, with her larger-than-life style and dauntless attitude, is a perfect partner for us in our quest to celebrate each customer’s uniqueness and spark their creativity.”
Imma, which means “now” in Japanese, first appeared as a virtual influencer in July 2018, posting fashion, décor, and technology content. She was selected as ‘Woman of the Year 2020’ by Forbes Women and appeared in the closing ceremony of the Tokyo Paralympics earlier this year. Brands including Ikea have also used her for campaigns.