CONGRATULATIONS BRAND & ORGANIZATIONS WINNERS! see the list

11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Extreme Unboxing

Finalist in Technology

Entered in Facebook Live

Objective

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.

Strategy

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.

Results

1.6m views

852 shares

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.

Media

Video for Extreme Unboxing

Produced by

Lenovo

Link

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, and the rest of the social web.

The 11th annual shorty awards will be held may 5, 2019 in nyc.