Client: League of Legends: Wild Rift | Agency: BBH Singapore
CCO: Sascha Kuntze
Group Creative Director: Xander Lee
Copywriter: Winona Wee
Art Director: Sid Lim | Melissa Ho
Every year, 1.5 billion people celebrate Lunar New Year differently. As global gaming giants, League of Legends wanted to celebrate the diversity of its community — and we knew just the right champion to help us. Teemo is an adorable scout who is always ready for adventure. For Lunar New Year, he was reimagined as the Fortune Cat, a mythical creature that brings prosperity. So we created Teemo's Treasure Trek: a delicious journey to the East starting with a cinematic. Teemo ventured across 8 cities, asking for recommendations on cultural delicacies he should fill his 8 Treasure Box with. Fans from different countries recommended their favourite 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.