Riot Games celebrates 10th anniversary in China via new Superunion campaign

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Riot Games celebrates 10th anniversary in China via new Superunion campaign

Riot Games, the game developer and publisher of League of Legends, is celebrating its 10th “Annie-versary” of China with the launch of a new campaign. Created by Superunion, the work taps into the League of Legends players’ secret language and evokes memories for League of Legends players from the past 10 years of gameplay.

 

The “Annie-versary” campaign was developed using the insight from Riot Games that gamers love finding Easter eggs and the feeling of being truly part of a gaming community. It 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.

The term “Annie-versary” is a nod to the iconic League of Legends character, Annie. The character has become of increasing importance to League of Legends players as a valuable and iconic champion.

Riot Games led the film creation and art direction and provided creative guidance and strategy support throughout the project, with Superunion leading story curation, creative strategy and post-production including 3D animations, 2D graphics and animated text. The production was provided by the WPP’s Hogarth Worldwide.

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

Justin Kuo, Head of Creative, China Entertainment at Riot Games, said: ”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.”

Maggie Chien, Business Director, Superunion China, said: “It’s been an honour working with Riot Games China, with this particular project aligning perfectly with our creative revolution spirit. We worked as one global Superunion team to complete Riot’s 10th ”Annie-versary” film that integrates an impactful plot with top-notch visualizations, designed to evoke memories for all League of Legend gamers over the last 10 years.”

VIEW THE FILM

Credits
In Collaboration with Riot Games
Client: Riot Games China
Riot Games China Creative
Riot Games China Consumer Products
Superunion
Managing Creative Director: Ray Lan
Business Director: Maggie Chien
Creative Digital Director: Jessica Tan
Design Director: Fu Le
Client Manager: Ami Chan

Riot Games celebrates 10th anniversary in China via new Superunion campaign Riot Games celebrates 10th anniversary in China via new Superunion campaign Riot Games celebrates 10th anniversary in China via new Superunion campaign