Lenovo and Eva Longoria Launch Global Mentorship Program to Support Small Businesses Lenovo is addressing the challenges faced by small businesses through its new global initiative, Backing Every Business, in collaboration with actress and entrepreneur Eva Longoria. At the core of the campaign is the Twining mentorship program, which connects entrepreneurs facing similar obstacles, transforming isolation into collaboration. A select group of participants will even have the opportunity to be paired directly with Longoria herself. The initiative includes a creative campaign led by Arts & Sciences director Nat Prisco, featuring a tongue-in-cheek anthem film that highlights Longoria’s multifaceted roles in entertainment, business, and philanthropy. The film uses cinematic tropes to symbolize success, depicting Longoria as she walks down a long hallway, eventually reaching a massive desk. Along the way, she interacts with totems representing her entrepreneurial achievements, delivering key messages about the program’s offerings. The video showcases Lenovo’s ThinkPad X9 laptop, emphasizing its sleek design and functionality, while also promoting grant funding and AI-powered tools provided by Lenovo and Intel. The Twining program is built on the principle that sharing challenges can halve their impact. By pairing business owners with similar struggles, Lenovo aims to foster collaboration, momentum, and a global network of support for small business founders. The initiative reflects a broader effort to bridge the gap in resources and guidance that many small enterprises face, particularly in an increasingly competitive market. The campaign’s creative team includes Zeno as the agency, with Stu Yeardsley as ECD, Josh Cunningham and Vicky Lench as senior creatives, and Monica Walsh as head of integrated communications.#eva_longoria #lenovo #twining_program #arts_sciences #thinkpad_x9
