Creative Producer / Social Media Strategist / PR Manager
Campaign objective
To surpass Worlds 2019, which was based on a European theme, and become the most talked about team globally.
Strategic insight
Fnatic had already become the most supported League of Legends team in Europe and the World Championship was coming to Europe for the first time in four years.
Not having to adapt to a different time zone meant one thing: release content as soon as shooting as possible.
A standard content cycle would simply be: visual identity, script, shoot, review, reshoot, short form adaptation, tease, release. During Worlds 2019, the tease cycle started as soon as the identity was announced, all with maximising the eventual YouTube release in mind.
Idea and campaign
Fnatic are known as 'The Black and Orange'. In welcoming the world to Europe, acting as honorary hosts, the visual identity became 'The White and Orange', to symbolise warmth.
The insignia on the special edition kit as well as throughout the content visuals was based on Europe's flags.
The fan-bought kit would come with each fan's chosen flag and all copywriting involved the multitude of languages of Europe and the world we welcomed.
Results
6 million YouTube views.
375K views per video during the campaign.
75 million Twitter views.
55 million Instagram reach.
Widespread press including from ESPN, Sky Sports and Forbes.
