Celebrating the 10th “Annie-versary” of League of Legends, a force behind the explosive growth of esports today, and the transformative power of being part of the gaming community.

Riot Games

large_img-riot-games-hero.jpg

medium_img-riot-games-hero.jpg

small_img-riot-games-hero.jpg

thumbnail_img-riot-games-hero.jpg

#### IN BRIEF 

 
With 180 million active players, Riot Games is the stuff of legends. Born to develop, publish and support player-focused games, it brought us League of Legends, the most played PC game in the world, and a force behind the explosive growth of esports today. Its Worlds, the annual League of Legends World Championships, are the most widely viewed and followed esports events in the world, bringing together 30 million viewers to its 2021 Finals in Reykjavik to enjoy the game. 

 
To celebrate Riot Games’ 10th “Annie-versary” of League of Legends China, we created a new campaign which taps into the League of Legends players’ secret language and evokes memories for players from the past ten years of gameplay. 

 
#### WHAT WE DID 

 
Working in partnership with the Riot Games team, we developed the “Annie-versary” campaign as a nod to the famous League of Legends character, Annie, an iconic gamer champion. 

 
With the insight from Riot Games that gamers love finding Easter eggs and the feeling of being truly part of a gaming community, the campaign uses memes, secret words, and insider jokes. Piecing them together to follow a protagonist’s 10-year gaming journey with League of Legends, sharing the wild ride with the gaming community. 

 
We curated the story, developed creative strategy and run the post-production including 3D animations, 2D graphics and animated text, with the Riot Games team on film creation and art direction, providing creative guidance and strategy support. 

 
The film launched at the grand opening celebration event at Hangzhou Olympic Sport Centre and featured across all social media platforms and broadcast media. 

 
> “Superunion has been the ideal partner for the campaign, as they truly understand the passion that our players have for our games and have helped us create a campaign that reflects the transformative power of being part of the gaming community.” 
>
> *— Justin Kuo, Head of Creative, China Entertainment at Riot Games*

Riot Games is the stuff of legends. It brought us League of Legends, the most played PC game in the world. We designed a new campaign that taps into the players’ secret language that evokes memories from the past ten years of gameplay. A campaign to celebrate the gaming community, for the gaming community.

Text - quarter

Video - three quarters

Spacer - quarter

Image - half

Quote - 3/4

Head of Creative, China Entertainment at Riot Games

To celebrate Riot Games’ 10th “Annie-versary” of League of Legends China, we created a new campaign which taps into the players’ secret language and evokes memories from the past ten years of gameplay.  

Design Bridge and Partners | Riot Games

Superunion is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design

bridge and partners

Menu

Riot Games

Celebrating the 10th “Annie-versary” of League of Legends, a force behind the explosive growth of esports today, and the transformative power of being part of the gaming community.