Google Play came to R/GA to launch one of the biggest MOBA games in the world,
League of Legends Wild Rift, on their platform. The challenge lied in making the work feel insider to LOL fans, but also fun and accessible enough for the a new player to try it out from the Play store.
Our campaign focused on the connection that mobile games foster and emotional rollercoaster of a game of Wild Rift. The camaraderie between friends, the anticipation, and ultimately that sweet victory. Directed by Ehsan Bhatti.
Made with Shannon Washington and Katie Edmondson
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Google / Sephora / TurboTax / Airbnb / Planned Parenthood /
Nike / Samsung / Apple Music / Uber / Ebay / Verizon /
Express Scripts / NBA / DSW / Michaels
Nike / Samsung / Apple Music / Uber / Ebay / Verizon /
Express Scripts / NBA / DSW / Michaels
CANNES LION
PR Lion Retail, Silver
Sustainable Development Goals:
Reduced Inequalities, Shortlist
FAST COMPANY
Fast Company World-Changing Idea: Advertising, Honoree
Fast Company World Changing Idea Award: Advertising, Winner
Fast Company Innovation by Design Awards: Marketing, Winner
WEBBYS
Advertising, Media & PR - Corporate, Winner
Social Responsibility Campaign,
Winner and People’s Voice
Social, Health + Fitness, Winner
CLIOS
Fashion & Beauty, PR: Multicultural, /Mobile: Other, Bronze
AICP NEXT
Purpose Driven, Social, Winner
Influencer, Winner
Integrated Campaign, Shortlist
ADC
Fusion Award, Winner
Design for good Advertising: Series, Advertising: Direct: Digital, Advertising: Integrated: Digital Shortlist
ONE SHOW
Fusion Pencil, Interactive, Online & Mobile: Online Advertising: Native Ads, Integrated: Customer Experience Shortlist
EFFIES
Beauty & Fragrance Finalist
Disease Awareness + Education Winner
SHORTY SOCIAL GOOD AWARDS
3 wins: Education, Influencer & Celebrity, YouTube
3 Gold: Multi-Platform Campaign, LGBTQ+, PSA
PR Lion Retail, Silver
Sustainable Development Goals:
Reduced Inequalities, Shortlist
FAST COMPANY
Fast Company World-Changing Idea: Advertising, Honoree
Fast Company World Changing Idea Award: Advertising, Winner
Fast Company Innovation by Design Awards: Marketing, Winner
WEBBYS
Advertising, Media & PR - Corporate, Winner
Social Responsibility Campaign,
Winner and People’s Voice
Social, Health + Fitness, Winner
CLIOS
Fashion & Beauty, PR: Multicultural, /Mobile: Other, Bronze
AICP NEXT
Purpose Driven, Social, Winner
Influencer, Winner
Integrated Campaign, Shortlist
ADC
Fusion Award, Winner
Design for good Advertising: Series, Advertising: Direct: Digital, Advertising: Integrated: Digital Shortlist
ONE SHOW
Fusion Pencil, Interactive, Online & Mobile: Online Advertising: Native Ads, Integrated: Customer Experience Shortlist
EFFIES
Beauty & Fragrance Finalist
Disease Awareness + Education Winner
SHORTY SOCIAL GOOD AWARDS
3 wins: Education, Influencer & Celebrity, YouTube
3 Gold: Multi-Platform Campaign, LGBTQ+, PSA