We took 10 years of love of LoL, and put it on the streets of Brazil, using one of the most traditional media there is: OOH. We transformed a decade of history into giant art walls, filled with references to players, streamers and famous memes. But that is not all, in Brazil, a lot of fans transform their love for the game into a way of earning a living. And due to licensing, Riot never had the chance to recognize them. So we found a way to do it, using the image of a character from the game.

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. By transforming a decade of history into giant art walls with its own and exclusive souvenir shop filled with products and services offered by local entrepreneurs of the League of Legend community, 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 put on each wall one of the most famous characters of the game: the Shopkeeper. You see, 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 decide where the murals would be, we mapped the regions of the country with the most active players. After that, we gathered different information, like nicknames of local players, the most used champions and the memes created there, in order to generate the art and attract more people to see it. We also mapped all the local entrepreneurs and generated a landing page with all of their work, that could only get access to the ones who visit the mural.

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.

League of Legends has more fans in Brazil than the population Singapore. The game is huge in the country, and to show the size and matter of this community, showing League is not just another game, we went out the online world, dominating some of the most important streets of Brazil. More than just another outdoor communicating a product or service, we managed to create true tourists spots for the fans of the game.

The Brazilian community is famous for being one of the most engaged fandom of League around the world. League of Legends is the most famous game of the country and it brought to the spotlight e-sports in the country. With numbers similar to big soccer matches. League is literally a way of living for many people that makes this community so unique. However due to the bureaucracy It's almost impossible for Riot Games to endorse those micro entrepreneurs for their passion materialized as services and products and give back all they do to the fandom in Brazil.