How to be the perfect woman - Lenovo | Clapboard Ad Archive
Lenovo Peru’s 2017 digital campaign Cómo ser la mujer perfecta, developed with Wunderman, took a bold stance on entrenched gender expectations within Peruvian society by confronting the country’s eighth most-searched Google query: How to be the perfect woman? In a culture where traditional roles still shape the expectations placed on women as mothers, wives, and daughters, the campaign foregrounded the voices of real women and influencers from across Peru, capturing their candid perspectives and stories to reveal the diversity behind this loaded question. Rather than leaning on dramatization, product-centric messaging, or fictional narrative, Lenovo chose a route that sits squarely within Clapboard’s FORMAT#10—Associated User Imagery framework, using authentic profiles that female viewers could either recognize themselves in or aspire to become. This approach reflected an acute understanding of both the Peruvian context and the growing imperative for technology brands to engage sincerely with social issues, not as a superficial gesture but as a foundation for meaningful conversation. By spotlighting individuality and the rejection of imposed perfection, Lenovo aligned its brand values with empowerment and self-expression, positioning its technology not as the hero, but as an enabler in the hands of users charting their own paths. The digital-first execution leveraged the extensive reach of online platforms, drawing in over 244,000 views and encouraging a wave of engagement that transformed a sensitive topic into a catalyst for broader discourse about gender and self-acceptance in Peru’s rapidly evolving digital culture. The campaign’s content was purposefully direct, eschewing abstraction to let the words and realities of its participants drive the message home, underscoring the contemporary relevance of the theme for both young and older audiences. Lenovo’s collaboration with Wunderman placed the brand at the intersection of technology and culture, suggesting that leadership in the electronics market depends as much on cultural fluency and courage as it does on product innovation. Clapboard rates this 63/100. For advertisers and marketers in emerging markets, this campaign signals the growing stakes—and unique opportunities—of using mainstream brand platforms to challenge and redefine legacy social narratives.
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