THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Reach Your Impossible

Entered in Integrated Campaign

Objective

The Problem: A Category Stuck in the Past

Gaming laptop marketing has always been spec-driven—power, FPS, cooling, and speed. Lenovo Legion’s previous brand positioning, "Savage Inside, Stylish Outside," reflected this approach.

But as gaming evolved beyond competition, so did the audience.

Legion became the #1 gaming brand globally, yet the category was still chasing the same hardcore players, overharvesting a niche audience of elite gamers.

The bigger opportunity? Gen Z gamers—not just hardcore players but streamers, creators, and community-driven gamers who use gaming as a launchpad for their ambitions.

The Challenge: Moving from Product-Led to Purpose-Driven

Would Gen Z connect with a brand that only talked about specs?

Or would they choose the one that spoke to their aspirations, their struggles, and their creative journey?

Legion needed more than a campaign—it needed an integrated brand shift, uniting social, retail, digital, and community into a single, cohesive movement.

Reach Your Impossible wasn’t just a message—it was a fully integrated rebrand across every gamer touchpoint.

Strategy

The Insight: Gaming Is More Than Competition—It’s a Mindset

For Gen Z gamers, gaming isn’t just about winning—it’s about streaming, storytelling, and building a future.

Yet, the category kept marketing only to esports players, ignoring a much larger gaming audience.

Legion saw the shift: Instead of selling a product, we sold ambition.

The Big Idea: Reach Your Impossible

This wasn’t just another product campaign—it was an integrated global movement, rethinking how a gaming brand connects with its audience.

Bringing It to Life: A Fully Integrated Brand Ecosystem

🔹 Social & Digital:

🔹 Retail & E-Commerce:

🔹 Community & Live Events:

🔹 Twitch & YouTube Takeovers:

Results

More Than a Campaign—A Global Movement

 

Lenovo Legion’s fully integrated strategy made Reach Your Impossible more than a campaign—it made it a cultural shift.

📈 +13 points in brand awareness → Legion became the most talked-about gaming brand.
📈 +8 points in consideration → More Gen Z gamers added Legion to their shortlist.
📈 +3 points in preference → Legion became the aspirational choice.

🎯 Social engagement skyrocketed → TikTok & Instagram UGC drove millions of organic interactions.
🎯 Retail sales liftedReach Your Impossible messaging boosted premium product preference.
🎯 Legion’s gaming community became its biggest strength → Sustained engagement across Discord, Twitch, and streaming platforms.

With Reach Your Impossible, Lenovo Legion built an ecosystem—not just an ad campaign.

It wasn’t just a laptop.

It became a launchpad for gamers everywhere.

Media

Entrant Company / Organization Name

Lenovo Legion

Link