CBLOL - "CBLOL. NO SHORTCUTS." by PHNX Awards 2024
Filter results by
Video Player is loading.
This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported.
| Title | CBLOL. NO SHORTCUTS. |
| Agency | Euphoria Creative |
| Campaign | CBLOL |
| Advertiser | Riot Games |
| Brand | CBLOL |
| Posted | November 2023 |
| Product | Online Games |
| Business Sector | Video Games/Consoles |
| Story | Champions are not born made. The walk is long and requires dedication, effort, focus. Every drop of sweat is a step. Each achievement is a step. Each frustration is also a step. There are no shortcuts. To be great in CBLOL there is only one way: to have guts. Lots of guts. Riot is the most prestigious esports company in the world and League of Legends (LOL) is the most played esports game. CBLOL is the Brazilian LOL championship, by far the most important in Brazil and most respected in the world. After years of success, CBLOL reached a point of having to expand its audience profile to keep growing. And this expansion was a huge challenge since a lot of people, especially a little bit older (30-45) than the current audience, still see esports as just a 'game' some nerds play everyday. A lot of people do not recognize the effort, dedication, passion, sweat and tears all the athletes and the whole community puts to make CBLOL huge as it is. So, we need to make this wider audience get interested in what CBLOL truly represents and attract them to watch it. CBLOL is a very sophisticated and interesting sport event. Like soccer, it has huge crowds cheering for their teams, narrators, arena, tension and, most importantly, a very intense preparation from athletes. So, the strategy was to show the long journey a pro-player athlete has to follow before getting to CBLOL finals. By focusing on the backstage, the dedication and the effort they make, we could show that what they do is the same as any other important athlete from any sport. The whole campaign execution tried to mimic the language and tone from other sport as a way to call the attention of a wider audience, who are used to seeing big sports like soccer, for example. The concept 'There are no shortcuts' reinforced our approach and the execution focus on the story of the player. Champions are not born made. The walk is long and requires dedication, effort, focus. Every drop of sweat is a step. Each achievement is a step. Each frustration is also a step. There are no shortcuts. To be great in CBLOL there is only one way: to have guts. Lots of guts. Riot Games cannot open numbers but the campaign was the most successful they have made in the last 5 years. Taking a brand as successful as CBLOL with a huge engagement community and taking it to new audiences is already a big challenge. To do that by respecting their values is something even more difficult. The idea of focusing on what makes pro-player athletes really great and creating a direct analogy with other sports requires a lot of courage but also pays off. |
| Media Type | Gaming |
| Length | |
| Production Company | Mercuria |
| Post Production | Space Gorilla |
| Alma 11 | |
| Chief Executive Officer (CEO) | Caio del Manto |
| Chief Creative Officer | Marcelo Rizerio |
| Chief Operating Officer (COO) | Tiago Santos |
| Head Of Operations | Andressa Fukunaga |
| Art Director | Marcelo Rizerio |
| Art Director | Raphael Taira |
| Copywriter | Ana Caroline Reis |
| Producer | Cris Almeida |
| Account Executive | Christyan Esper |
| Media Manager | Bruno Oliveira |
| Advertising Manager | Rodrigo Friggi |
| Advertising Manager | Daniel Gouw |
| Director | Squarehead |
| Executive Producer | Maira Massullo |
| Executive Producer | Marcella Feo |
| Cinematography | Pepe Mendes |
| Editor | Squarehead |
| Editor | Victor Cohen |
| Production Manager | Murillo Baskerville |
| Casting Director | Giovanna Rouvier |
| Stylist | Guga Saraiva |
| Music Composer | Diego Raso |
| Executive Music Producer | Carla Bräuninger |