Game developer and publisher of League of Legends Riot Games is celebrating its 10th anniversary in China with the launch of a new campaign. Created by WPP global brand agency Superunion, the work taps into the League of Legends players’ secret language and evokes memories for League of Legends players from the past 10 years of gameplay.
The campaign changed the word anniversary to “Annie-versary” as it was a a nod to the iconic League of Legends character, Annie. The character has become of increasing importance to League of Legends players as a valuable and iconic champion. The campaign was developed using the insights from Riot Games that gamers love finding Easter eggs and the feeling of being part of a gaming community. It leverages memes, secret words and insider jokes, piecing them together to follow a protagonist’s 10-year gaming journey with League of Legends, sharing the wild ride with the gaming community.
Riot Games led the film creation and art direction and provided creative guidance and strategy support throughout the project, with Superunion leading story curation, creative strategy and post-production including 3D animations, 2D graphics and animated text. The film launched at the grand opening celebration event at Hangzhou Olympic Sport Centre and will be featured across all social media platforms and broadcast media.
Justin Kuo, head of creative, China Entertainment at Riot Games said, ”Superunion has been the ideal partner for the campaign, as they truly understand the passion that our players have for our games and have helped us create a campaign that reflects the transformative power of being part of the gaming community.”
Maggie Chien, business director, Superunion China, added: “It’s been an honour working with Riot Games China, with this particular project aligning perfectly with our creative revolution spirit. We worked as one global Superunion team to complete Riot’s 10th anniversary film that integrates an impactful plot with top-notch visualisations, designed to evoke memories for all League of Legend gamers over the last 10 years.”
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