#PLAYVALOROSA
YOUR PLAY DESERVED A PLACE WHERE NO OTHER PLAY HAS EVER BEEN BEFORE
CONTEXT
Even though the International Olympic Committee is considering esports for future Games, Brazilians still see it as just videogames. Even the country's minister of sports said on national television that games are part of the entertainment industry, not sports. Valorant, e-sport of the year, had to step in the conversation and show to everyone else that the game is bigger than everyone else's prejudice.
IDEIA
Sometimes, it takes only one play to make us love a sport. It can be Michael Jordan's clutch with the whole adversary team guarding him or Messi scoring a goal that looks like a painting. That is the power of a good play. The same power that Valorant has. But the problem is that Valorant doesn't have the media that other sports have. And to change that, we spent all of the money of our campaign in the most traditional media there is: the out of home. We bought a space on the biggest and most iconic outdoors of Brazil, and challenged players to win a space on it. To do so, we teamed up with some big names of the scenario and created unique plays that we gave the name of playvalorosas. Players from all over the country had to impress our judges and master one of the playvalorosas, adding a little sauce to it. For weeks, the most outstanding plays took over the streets of Brazil. And on a live our judges announced the most iconic of them all, that won the biggest outdoors just for themselves. With the most traditional media, we proved to a lot of people how Valorant is just as thrilling as any other traditional sport out there.
We launched the #playvalorosa campaign with the valuable collaboration of our influencers, who took it upon themselves to promote it on programs and streams.The community promptly got involved in the campaign
and shared their plays on Twitter and Instagram.
The most impressive plays were carefully selected by our team of influencers during a live session, along with the participation of the Valorant gaming community.
The winning Playsvalorosa were featured on billboards across Brazil
As a finale, the winners had the opportunity to celebrate the end of the campaign by participating in a crazy showmatch at the Riot Games studio.
Our goal was to bring the gaming community into the spotlight, providing fun and emphasizing the relationship between gamers and the brand.
Media.Monks BR
Creative Team // AD: Michel Martins CW: Deco Artilheiro CD: Jun Okida CCO: Luciana Haguiara