Lenovo

For competitive gamers, their nicknames and gamertags have become part of their identities over the years. So with a legendary pro Counter-Strike player, 'Heaton', in place of a priest, an esports tournaments as substitute for the sacred Masses, Lenovo organised a series of gamers' Baptisms. The ritual was followed by actual administrative paperwork, allowing gamers to add their nickname as their legal name with the Swedish Tax Office.