The Community Shopkeeper
The first Showcase for Non-Licensed Business
CONTEXT :
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 recognition they always deserved.
IDEIA
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.
Recognition:
Clio Awards: Silver x2 - Sports | Cannes Lions: Shortlist - Media
But those giant walls are more than just a showcase for those microentrepreneurs, actually, they are a decade of history transformed into street art. Together with the community, we selected the most iconic moments and memes from the past 10 years to be transformed into art.
Artist: Bruno Mota @obrunomota_Iconic moments on the Graffiti São Paulo.
Artist: Otavio Rodrigues @criativosoIconic moments on the Graffiti Fortaleza.
Artist: Acme @universoacmeIconic moments on the Graffiti Rio de Janeiro.
Artist: Marcella Calado @marcellacaladoIconic moments on the Graffiti Curitiba
More than media, our artwalls are now part of the Brazilian landscape.
It's important because it transcends the game and puts League as part of Brazilian culture.
Also as a support to celebrate 10 years of League of Legends in Brazil, we created a fully themed party with music, food, drink and interactive games inspired by iconic moments of the Brazilian community
Media.Monks BR
Creative Team // AD: Michel Martins CW: Deco Artilheiro CD: Jun Okida CCO: Luciana Haguiara