Riot Games & Netflix – Arcane

Over the course of 12 years, League of Legends became the most popular competitive title in the world. To celebrate its anniversary, Riot Games partnered with Netflix and French animation studio Fortiche to create a love letter to the community – animated series Arcane exploring the backstory of the two most favourite champs, sisters Jinx & VI.

Our task

Riot Games set out to nothing smaller than to make sure that Arcane becomes the talk of the town and dethrones Squid Game as the most successful Netflix series. Our responsibility was to create a local extension of the global narrative that would speak to the local community.

Our Solution

In a 3-act campaign that blurred the lines between digital and physical world, we invited local community to help distract Piltover Law Enforcers chasing one of the characters from the show who had gone rogue and was allegedly hiding somewhere in the Czech Republic.

Act 1 – Arcane Is Coming

We announced Arcane with a mural in the busy city center of Prague.

Act 2 – Help Mischievous Jinx Hide

Jinx let everyone know she’s in town by vandalising the mural.

But That Was Only The Beginning Of Her Riot…

Over the course of three nights, she's been setting Prague's most famous historical towers on fire in an elaborate PR stunt. Throughout my career, I've been told by my bosses, colleagues and productions that you have to stage such stunts.
Well, we did this one live, just watch! 🔥👨‍🚒

At the same time the biggest LoL streamers in the Czech republic were delivered Jinx Imposter Kits with blue hair dye so that they could too help jinx confuse Piltover Law Enforcers while spreading the word about Arcane. 👨‍🎤

Act 3 – Jinx Cover Party

All the loyal supporters of Jinx were rewarded with an invitation to an Arcane-themed secret party which was true to the show to the smallest details. Bringing all the fans together gave her a space to escape the country.