Lenovo
Lenovo Gaming
The Lenovo Y Series Challenge: keep playing while the desert does its worst.
- THE IDEA
- Take gaming into off-road buggies, turning the Y Series Challenge into a physical test.
- CLIENT
- Lenovo
- AGENCY
- Ogilvy Middle East
- TYPE
- Gaming / Y Series
The campaign
The Lenovo Y Series Challenge took gaming out into the dunes. Working in teams, participants tried to make progress in a game while riding in off-road buggies. The rule was simple: whoever got furthest in the game won the challenge.
The film follows the competing teams through the ride, cutting between the screen and the bumps, sand and distractions around them. Their reactions turn a gaming challenge into a physical one, with the Lenovo Y Series at the centre of the action.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.