New campaign features CBLOL being more than a championship
The CBLOL (Brazilian League of Legends Championship) developed and published by Riot Games, is one of the fastest growing championships in the world in terms of audience. Even with a community of millions of fans, many relevant facts of this universe are still unknown by people, who don’t always know everything that exists behind the competition.
To present the championship to the general public, Riot Games launched a campaign created by Euphoria Creative to show that CBLOL is a race. The campaign, which, along with other actions, constitutes a new milestone in the communication of the Brazilian League of Legends Championship, brings the concept “There are no shortcuts” and shows that, to be part of it, a player has to dedicate himself a lot. A trajectory that is not always seen by those outside the game community.
“These actions aim to foster the love of our fans, making them proud to be part of CBLOL. But we also want to connect and move those who do not watch the championship, by showing what makes it so special: all the passion, intensity, race and unpredictability of the sport”, comments Rodrigo Friggi, Sr. Manager, brand management at Riot Games.
“This campaign shows the parallel between walking, a few meters from a tunnel that leads to the arena, and the life of a player. From the outside it may seem like a short path, but the truth is that it is the walk of a lifetime of effort, dedication. Just like in any other sport, there is a lot of race in CBLOL, but it is not always perceived by those outside the community”, adds Marcelo Rizrio, co-founder and CCO at Euphoria Creative.
In addition to the film, the campaign will feature social media pieces, actions with influencers and activations.
