Riot Games, in an action in honor of the 10th anniversary of the Brazilian server of League of Legends (LOL), occupies the capital of São Paulo with an incredible mural amid the local architecture to celebrate the trajectory of the game in the country, through art of graffiti artists. As part of the LOL BR X campaign, the works are signed by partner artists and honor the characters most used by players in their respective cities, as well as references to the region and the community of local players.
In addition to some memes related to the chosen Champions, the work, which will be on display for 1 year, also brings the summoners names of some players who have been active on the server since its inception in 2012, and achievements related to those Champions — a tribute from Riot to the community and participation in this journey.
The murals also have an exclusive QR Code with geolocation that can only be accessed in the region around the wall that directs the user to an exclusive landing page to connect with the local community. In this virtual space, the public will find a true showcase: there will be entrepreneurs from the LOL community who live in the cities in question and who have turned their love for the game into a way of earning a living, whether by tattooing images related to the game’s universe, creating cosplays or even cooking sweets in the form of characters.
In São Paulo, the location chosen for the almost 1,000 m² mural was Rua Maria Paula, one of the most famous and traditional in São Paulo, at the intersection with Avenida Brigadeiro Luís Antônio. The drawing, made by the artist Bruno Mota (local artist recognized in the graffiti and illustration scene, with a strong influence of urban aesthetics), brings references to the champions Yasuo and Yone, the most used by LOL players in SP, in addition to honoring personalities from the community like the bronzial it’s the pickoudyr. Some of the entrepreneurs indicated by the QR Code are the crochet house Monday Amigurumisthe tattoo artist Alex Müzel e a cosplayer Isa Jinx. According to Bruno:
“It’s been an incredible process! I hope to please the community. It’s a big responsibility. I hope this part of the tribute lives up to what the game deserves. We work hard for this. Games are a strong source of reference for the construction of my productions.”
Diego Martinez, General Manager of Riot Games, states:
“These murals are an extremely powerful way to get even closer to the community, to show that LOL is very Brazilian and is deeply connected to the players’ lifestyle. As part of the landscape, these game elements will make fans remember all their trajectory, connections and passion with this universe.”
The game’s anniversary celebration campaign also features a commemorative video, published on Riot Games’ YouTube, in addition to specific items and missions for the Brazilian public.
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