Lenovo Wins Shorty Award for “Wild” Unboxing

RESEARCH TRIANGLE PARK, May 8, 2019 – On May 5, Lenovo won big at the 11th Annual Shorty Awards, a prestigious competition honoring the best of social media.

At Lenovo, innovation and creativity does not stop at inventing products. It extends across the business to areas like marketing and social media, most recently recognized by the Shorty Awards for the Extreme Bear Unboxing video for the “Best in Tech” category.

When Lenovo announced the Lenovo X1 Extreme laptop, the team wanted to do it in a way that paralleled the “extreme” capabilities of the laptop. This notion took them on a road trip to Montana to hire Adam, an 800lb grizzly bear to do the unboxing. After Adam sniffed it and drooled over it, he finally “unboxed it” in a 14-minute-long Facebook live video which generated 1.6 million views, 852 shares, and 3,100 comments.

“This Facebook Live is a perfect representation of how we approach social at Lenovo – we start everything with the questions ‘why are we doing this, and how can we do it differently? How can we make it memorable for our audience?” said Sarah O’Grady, Head of Social Strategy at Lenovo.

The Shorty Awards also listed Lenovo as finalists in the Branded Series category and in the Webbys Video Series category. Congratulations to the entire team that helped bring this to life and of course, Adam the Grizzly.


  • Philip Marchington, ECD at Lenovo
  • Justin Baum, Creative Director at Lenovo
  • Mesh Flinders, Copywriter at Freelance
  • Dino Valentini, Art Director at Freelance
  • Gavin O’Hara, Global Social Creative Lead at Lenovo
  • Sarah O Grady, Head of Social Strategy at Lenovo

For a full list of winners, visit shortyawards.com.


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