• Situation

Riot Games is a developer, publisher, and organizer of electronic sports tournaments. In Brazil, Riot produces CBOL, the largest League of Legends championship in the country. Within the gaming scene, the tournament's growth has been exponential. However, unfortunately, success stops there. Because it's still a very niche universe, interest in the championship remains limited, and the majority of the audience and companies outside the gaming scene not only fail to understand the potential of the gaming scene but also perceive gaming as merely a hobby. This hinders the development of the sport and the emergence of new athletes in the country.

• Brief & • Objective

To develop a campaign capable of attracting the interest of new audiences to Riot and CBLOL, including both new viewers and new sponsors.

Our campaign was driven to showcase the gaming world in a manner that exudes grandeur and professionalism, underscoring the importance of craft. We meticulously curated a visual narrative that not only captured the essence of gaming but also elevated it to a level reminiscent of the high-stakes world of professional sports. To convey the seriousness of esports to the audience, we employ visual and auditory cues reminiscent of those featured in advertising campaigns for high-performance athletes, akin to brands like Nike and Adidas, we imbued our work with a sense of authenticity. Every detail, from the composition of our visuals to the nuances of our messaging, was carefully crafted to resonate with audiences and convey the seriousness with which we approached our subject matter. We believe it's this commitment to excellence and our ability to transcend conventional perceptions of gaming that the judges should pay particular attention to.

To comprehend our solution, it's crucial to grasp the cultural backdrop within which the brand operates. Brazil remains a profoundly conservative country, where a significant portion of the populace still maintains a traditional outlook towards work and professions. The majority of Brazilian parents often steer their children towards careers in medicine, law, engineering, and business administration. Consequently, young Brazilians aspiring to pursue a career as a Pro Player encounter significant hurdles, primarily within their own homes: their parents, concerned about their child's future, discourage such careers, viewing gaming merely as a frivolous pastime. This stance not only lacks support but also erects barriers in the young athlete's career path, necessitating countless hours of dedication and preparation to achieve performance and secure sponsorships. It became evident that our campaign needed to instill pride in gamers while effectively conveying to parents the gravity and significance of the profession their child has chosen.

Production had less than two weeks and three very modest shooting days to accomplish everything. We had two locations total: a sports club and an old company worker's old village where we adapted houses and streets to make everything work. Art direction had to be really inventive to do it and think with the DoP to dress only exactly what we would see in frame.

•⁠ ⁠Impact

286.200.000 impacts

•⁠ ⁠Reach

53 million people

•⁠ ⁠Engagement

More than 35% of engagement

•⁠ ⁠Change in Behaviour

Lift of 3,41% in intention of watching the games vs. 1,69% as benchmark

•⁠ ⁠Brand perception

Lift of 4,28% in Brand association (1,77% benchmark) and 76% of positive comments.

•⁠ ⁠Achievement against objectives

Increase of 19,49% in the audience of the 2nd split of the championship (after campaign) compared to the 1st split (before campaign).