In Brazil, a lot of people love League of Legends so much that they decided to make a living out of their love for the game, selling fan made digital arts, tattoos, toys and even cupcakes. But due to all the bureaucracy and licensing Riot has to deal with, it is almost impossible for the company to recognize them. That is why, in the celebration of the 10th anniversary of the game, we found a way to give them the spotlight they always deserved. We created an initiative that bypassed all the traditional laws of the corporate world, showing how brands can create an honest and two-way relationship with their fans.

We transformed a decade of history into four giant art walls, placed in some of the biggest cities in the country. In each graffiti, fans would find references to casual players, streamers, e-athletes and famous memes. And since the art walls became a true tourist point for fans from all over Brazil, it needed its own souvenir shop. And who's better to do it, than those same ones that decided to earn a living out of their love of LoL? So we brought to the real world on each wall one of the most famous characters of the game: the Shopkeeper. In the game, the Shopkeeper gives you access to a showcase full of special items. And he did the same in our murals. By scanning his QR Code, you get access to a true showcase with the products and services of local microentrepreneurs.

To choose the place of the murals, we mapped the regions of the country with the most number of active players. Then, we gathered 10 years of history and transformed it into our graffiti, making reference to famous memes of the community, gameplays and players. We also put in each mural the image of The Shopkeeper together with a QR code that, once scanned, gave access to a window shop with products and services of those local micro entrepreneurs who transformed their love of the game into their life business. Our social media helped spread the news, with dedicated contents of the murals and of some of the entrepreneurs.

After mapping the main regions of the country with the biggest active community of League, we've connected with local Graffiti artists and developed with them a unique piece of art representing the local community. Each art was composed with two main champions played in the region, the most remarkable brazilian memes in all these 10 years of League and the nicknames of local players that are active in the server since its first day.

More than media, our artwalls are now part of the Brazilian landscape. It's important because it transcends the in game and puts League as part of Brazilian culture. The numbers reinforce how Riot Games endorsed the entrepreneurs related to the wall, helping their business get the attention they always deserved. We estimate more than 98.5M impacts in all four murals and on our social media and PR, we had more than 14 Million impressions.