Cannes Lions

The Live Torture Test

EP+CO., Greenville / LENOVO / 2017

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

We created an event and held it live on Facebook. The point was to demonstrate the ThinkPad enduring several rounds of torture and surviving. But to ensure our audience knew there wasn't any funny business happening behind the scenes, we let them in on the action. Using different emojis, our audience could vote on what torture they wanted the device to go through: paintballs, eggs, a blowtorch, and more. Time and time again, the ThinkPad would survive and it was on to the next round of torture.

Execution

We held our event the day before Halloween, also known as the "Mischief Night". This added to the theme of "torture" we had on the event. We went live in the afternoon, eastern time zone, so we could capture a majority of our global audience makeup. The event stayed live for just under 35 minutes, ending when the ThinkPad finally had enough.

Outcome

Since the event, this video has received 86,000 total views with 33,000 of them being real time during the actual event. It also garnered 7,000 in reactions/comments/shares.

Similar Campaigns

12 items

Meowbook

LEO BURNETT UKRAINE, Kiev

Meowbook

2022, LENOVO

(opens in a new tab)