Riot Games has launched a film to unveil the 10th anniversary of the League of Legends World Championship 2020.
Created by TBWA\China, the film Hands up to Legends signifies the start of the campaign, and uses players’ hands as a symbol of how they use their 10 fingers to create the world, inspiring their passion, celebrating every moment, and encouraging young enthusiasts to keep going forward to their next journey, while at the same time paying tribute to the tournament’s 10th anniversary.
“The creative execution in the film is inspired by the number ‘10’ which also represents completeness and perfectness in Chinese, as well as predicting a new start. When we reach out with our hands, we show 10, and the immense possibilities of what our hands can do," said Ronnie Wu, chief creative officer of TBWA\China.
The campaign film will run across digital and social media channels including Weibo, WeChat and Chinese streaming video platform Bilibili.
The League of Legends World Championship 2020 will take place in Shanghai on 25 September, with the competition set to wrap culminating on 31 October.