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Wild Rift: Lunar Revel

Lunar Banquet

Although the Lunar New Year is celebrated by 1.5 billion people around the world, a common misconception is that its festivities are the same around the world – and even within Asia. So we were tasked to highlight its global community by creating a fun interactive campaign featuring various nods to traditions that make it all so special, especially being on the tail end of global lockdowns from the year prior.

Things started off with a heartfelt cinematic about the journey from the big cities to home and family that is a reality for millions each year. Gaming, specifically mobile, plays an important role for those passing the time both during the travel and playing with friends and family together once they arrive.

Wild Rift specifically had a unique proposition as the newly launched mobile variation of one of the most popular games in the world, League of Legends.

This campaign was a beast.

This campaign was a (Lunar) beast.

↳ Campaign Moment / Event

Teemo's Treasure Trek

To help celebrate the diversity of its community, we had just the champion to help us – Teemo, the little scout who is always ready for adventure.

This led to the conception of Teemo's Treasure Trek: a delicious journey to the East starting with a series of chronological content and physical activations for players to follow along in-person, or from afar.

Teemo ventured across 8 cities, asking for recommendations on cultural delicacies he should add to his Treasure Box with 8 Lucky slots. Fans from different countries recommended their favorite delicacies, and those who followed the trek onground were delighted to find surprises at real stores he visited. Then, we translated these local stores’ homemade specialties into 3D renders for our reunion cinematic: allowing Teemo to bring the tastes of the world back home to Runeterra. Finally, fans saw their different versions of Lunar New Year represented while Teemo shared a heartwarming homecoming with his own in-game friends.

Fun fact: for the images of Teemo's journey, local photographers were hired in each city and then Teemo was composited into the scenes.

(Be sure to watch in order for the full experience!)

Agency

BBH Singapore & Media.Monks Shanghai

Awards

1x Clio Entertainment Silver (Motion Graphics)
1x Clio Entertainment Silver (Social Content Campaign)

↳ Interactive Experience

Bangkok

Hanoi

Jakarta

Ho Chi Minh

Manila

Penang

Taipei

Singapore

Sett's Lunar Greeting

Sett, the Boss – the bad boy of the Rift. He can do it all, but little did we know how crazy his dance moves are!

We collaborated with Mr.Three, a famous Chinese street dancer and influencer. We recorded the dancing using motion capture technology that was rigged to a 3D champ model to emulate his moves in real time.

The launch included a behind-the-scenes teaser revealing how the experience was made, and Mr.Three transcending realities and interacting with Sett in the studio before the mirroring begins.

The experience itself allows players to pick 3 dance moves out of 8 options of well-crafted dance moves inspired by Lunar traditions, along with a greeting message and music. The composition is stylized so each shot, regardless of selections, starts and ends with the same camera position and pose, which allowed for a cohesive stitching process. The selections are then packaged up into their own unique export for users to share with others.

Agency

BBH Singapore & Media.Monks Shanghai

↳ Interactive Experience

Teemo's Fortune Dumpling

Dumplings are a Lunar New Year mainstay, they symbolize wealth and prosperity – and they’re delicious.

In this mini-game, we turned Teemo into a Firecracker fortune dealer. Through a series of interactions, players will walk to Teemo’s front door in the heart of the Lunar village. Then the annoying, but cute, little Yordle provides an explosive experience yielding a fortune dumpling reading your gaming predictions for the year ahead.

Agency

BBH Singapore & Media.Monks Shanghai

↳ Interactive Experience