13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The regular deadline is on February 4th, 2020.

From the 11th Annual Shorty Awards

Extreme Unboxing

Winner in Technology

Entered in Facebook Live

About this entry

How do you announce the new Lenovo X1 Extreme laptop in a way that's equally as extreme?

By hiring an 800lb grizzly bear to do the unboxing.

Why does this entry deserve to win?

Most unboxing videos areā€¦ unbearable.

So to announce the latest ThinkPad, we hired a bear to do the unboxing.

An actual 800lb grizzly bear named Adam.

But we didn't just hand him the box.

No, we challenged him to find it in the vast Montana wilderness, over a 14 minute long Facebook "live."

And 1.6 million of our followers, followed along.

We provided the running commentary as Adam walked, swam and eventually discovered the box.

Then he sniffed at it. Drooled on it. Napped on it. And then finally "unboxed" it.




3100 comments including hundreds of bear puns and GIFs

Ultimately, we answered the age old question, are bears good at unboxing?, with a resoundingā€¦ sorta.


Video for Extreme Unboxing

Produced by



Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the Regular entry deadline is on February 4th, 2021.