Arcane is Netflix Animated Series of world's most played competitive video game League of Legends. Riot Games' request was to create a local extension of the global narrative that would speak to the local community. We came up with a 3-act campaign that would connect the Arcane's virtual world with IRL. We invited local community to help distract Piltover Law Enforcers chasing one of the characters from the show who had gone rogue and was allegedly hiding somewhere in the Czech Republic.
ADC Czech Awards - Spatial - Silver
- ART DIRECTION
- Client: Riot Games
- Agency: DDB FTW Worldwide
- Team: CD: Ivan Soukup, AD: Bedirhan Akcan, CW: Ondrej Kolek, Production: Fame Factory, Director: Radek Karko, Mural Production: Drawetc., Mural Artist: Stroy
Act 1 - Arcane Is Coming
We announced Arcane with a mural in the busy city center of Prague.
Act 2 - Help Mischievous Jinx Hide
Jinx let everyone know she’s in town by vandalising the mural.
But That Was Only The Beginning Of Her Riot…
Over the course of three nights, she’s been setting Prague’s most famous historical towers on fire in an elaborate PR stunt. Throughout my career, I’ve been told by my bosses, colleagues and productions that you have to stage such stunts.
Well, we did this one live, just watch!
At the same time the biggest LoL streamers in the Czech republic were delivered Jinx Imposter Kits with blue hair dye so that they could too help jinx confuse Piltover Law Enforcers while spreading the word about Arcane.
Act 3 – Jinx Cover Party
All the loyal supporters of Jinx were rewarded with an invitation to an Arcane-themed secret party which was true to the show to the smallest details. Bringing all the fans together gave her a space to escape the country.