Lenovo wants to market their gaming hardware and equipment to gamers. And gamers create their identity online, where their actions are synonymous with their nickname. So, they might feel like a ‘nobody’ in real life, but stars in the gaming world. We saw an opportunity to create an engaging activation that combines the offline and online world and a way to erase the borders between the two. We gave gamers a chance to become their gaming selves and be known as their nicknames by adding their gaming nickname as their real legal name with the Swedish Tax Office. All taking place at a baptize ceremony held at the e-sports event DreamHack in Sweden conducted by our “Baptizer” HeatoN, former team captain of the iconic world champions Ninjas in Pyjamas. Obviously by using holy server cooling water” for the ritual.
Experiential advertisement created by DDB, Sweden for Lenovo, within the category: Electronics, Technology.
Copywriter: Joakim Estemar
Art Director: Oskar Ferm
Production Manager: Jonna Peltonen
Social Media Manager: Anna Mattsson
Final Art: Satany Doughouz
Graphic Design: Linda Engström
Graphic Design: Lisa Thunander
Final Art: Sofia Rönnqvist
Final Art: Lars Carlsson
Project Manager: Sophia Meijer
Creative Director: Marcus Bjurman
Additional credits: Linkfilm