LENOVO & FIFA
As a major technology sponsor of the FIFA World Cup 2026™, Lenovo invited us to develop bold, memorable partnership ideas designed to engage fans across the globe.
Our goal was to bridge the tension between the visceral, human energy of live fan experiences and the often passive, solitary nature of mobile technology. To guide our approach, we defined experience principles: simple & human, unexpected & awesome, amplified & connected.
Among our proposals was the ‘Lenovo Living Ticket’—an interactive, living souvenir that captures highlights, exclusive content, and AR moments to chronicle each fan’s World Cup journey. At-home viewers can join through broadcast QR codes, transforming each fan’s experience into a dynamic, personalized and shareable highlight reel.
Our ‘Lenovo Fan Card’ concept invites fans to share and collect digital cards, unlocking threshold-based rewards and surprises throughout the World Cup. Highlights showcase the longest fan chains, the most active countries or teams, and even specific stadium sections. This spirit of friendly competition sparks engagement beyond the matches—opening doors to future partnerships and fan-driven promotion.
Soccer fans are among the most passionate in the world, with a love that spans oceans. ‘Love With Lenovo’ connects fans globally by matching their favorite teams, players, cuisines, music and more—sparking everything from tailgates and cheering sections to nightlife meetups, pre-game gatherings and maybe even romance.
‘Lenovo Fan Wave’ turns FIFA arenas into living, breathing spectacles with every fan wearing an AI-powered smart light band. Synced together, the bands create dazzling light shows, guide fans with haptic cues and even help friends connect in the crowd—turning a passive viewing experience into an unforgettable, participatory event. Viewers at home can join in through their phones, extending the real-time magic beyond the stadium.
Together, these concepts aimed to reframe Lenovo’s presence at the World Cup as something living, shared and human. They showed how technology can deepen connection rather than distract from it, creating a foundation for fan experiences that can evolve long after the final whistle.
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