Award: CAMPAIGN CATEGORIES \ C21. Best Sports Event

TJ Sports, a joint venture between Tencent and Riot Games focuses on all League of Legends E-sports business in China, which includes tournament organization. We were appointed lead agency in partnership with TJ Sports to create an engaging tournament for their pro league the Spring finals, bringing our expertise in one of our first forays to the world of e-sports.

E-Sports in recent years has grown exponentially in popularity, impacting a wide range of demographics and new generation through technological means like social media and live streaming. In order to create a resonance among the audiences and players, we imagined boldly; bringing to life in game elements which can only be seen digitally. More than just organizing a competition, a spectacle was created, bringing fans a surreal experience regardless watching it live in person or through the various streaming platforms.