Lenovo Legion
Problem: Lenovo Legion had all of the cutting-edge PC gaming technology, but none of the coolness and gaming-culture credibility. How do you stand for something memorable and meaningful as a category underdog?
Insight: While other gaming brands talk nonstop about victory, real gamers spend most of their time pushing through defeat.
After interviewing dozens of gamers and thought leaders around the globe, we saw that this theme of relentless resilience was relevant to gamers yet totally untapped by other PC brands.
Idea: We created Reach Your Impossible, a brand platform celebrating the relentlessness of gamers (and shining a light on Legion’s own relentless pursuit of best-in-class gaming tech). We launched Reach Your Impossible as a global campaign with a full suite of modular assets for local adaptation. We don’t yet have many results (this work launched January 2024), but gaming trade publications are already reporting positively on Legion’s brand platform and campaign.
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DIGITAL DISPLAY & ECOMM:
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Agency: Mekanism