This is not a campaign. This is doing things different. E-sport is the fastest growing sport in the world and this makes it the arena for new tech brands to be seen at. So, what could we do to make Lenovo stand out in an already busy and aggressive playing field? Well, we started with Lenovo’s belief “Different is Better” and took it from there. In November 2017 we embodied ´different´ in the shape of a never before seen Counter Strike team of elderly folks between 63 and 81 years of age. After two weeks of fierce training we hi-jacked Dreamhack, one of the biggest gaming events of the year, and entered our ´Silver Snipers´ to take on the international pro-teams of skilled youngsters in the competition. And it was an outstanding success. No tv-campaigns, no posters, no celebrities, no paid for influencers or clicks. Only a very different and lovable team entered at the center stage of a hard-to-reach scene, a website and a few social posts causing a stir in 157 countries, appearing on over 400 news sites, reaching the no 87 most upvoted story of all time on Reddit and even seen on state owned national TV in China. And most importantly, Lenovo’s very different team of Silver Snipers have gone from a quiet life of tea and cakes to e-sport idols for gamers all over the planet, now embarking on their first world tour.
Experiential advertisement created by Ehrenstråhle, Sweden for Lenovo, within the category: Electronics, Technology.
Art Director: Oskar Ferm
Copywriter: Joakim Estemar
Social Media Manager: Anna Mattson
Production Manager: Jonna Peltonen
Digital Strategy: Victor Söderblom
Final Art: Sofia Rönnqvist
Graphic Design: Susanne Andersson, Lisa Thunander
Project Manager: Mia Kleist