Creative Producer / Social Media Strategist / PR Manager
Campaign objective
Create a visual and written identity to represent Fantic's League of Legends team at a World Championship where the aim was to perform better than any non-Asian team.
Strategic insight
Although Fnatic had created a special edition Worlds kit in 2017, there had never been a visual identity across all of its content and social media.
By 2018, the annual tournament had grown to the millions in terms of viewership in Europe, and the final reached 200 million concurrent viewers globally. I wanted there to be a consistency across YouTube, Twitter et al because the audience were ready for it.
Idea and campaign
The tournament took place in Korea, so we made the visual theme futurist and reminiscent of Neo Seoul.
The bespoke tournament logo would then become the basis of Fnatic's rebrand in 2020.
The tone of voice used Neo Seoul as inspiration, focussing on increased reverence and heroism.
The team made it to the grand final, further than any western team had made it since professionalisation, and the online identity lasted for over two months.
Results
3.9 million YouTube views.
70 million Twitter views.
60 million Instagram reach.
38 million Facebook reach.
Record-breaking press including from ESPN, Sky Sports and BBC.
