Esports is the world’s second-largest sport with over 3.2 billion players, yet it lacked a global event to unite its diverse fan base. Our campaign aimed to change that by launching the first Esports World Cup, celebrating the unique communities within the esports world.
Esports is not a single entity; it’s a collection of fragmented communities, each with its own culture and favorite games. How could we create a campaign that celebrated this diversity while bringing everyone together? Social media is the heartbeat of esports communities. It’s where they share memes, discuss strategies, and celebrate victories. By tapping into these platforms, we could authentically engage each community.
We brought the virtual world into reality with CGI takeovers in 15 cities worldwide, each featuring iconic elements from popular games, creating a local celebration within a global event. Our campaign spanned two months, with each city’s takeover tailored to a specific game.
In Shanghai, Mobile Legends: Bang Bang’s home base appeared in the Huangpu River, connecting with the city’s massive player base. Paris saw giant drones from Rainbow Six Siege roaming the streets, engaging the local competitive scene. In Rio de Janeiro, Free Fire’s ‘gloo wall’ defended the iconic Sugar Loaf mountain, highlighting Rio’s passionate players. Toronto had Overwatch 2’s Hanzo Dragon embracing the CN Tower, resonating with the city’s vibrant gaming culture. And in San Francisco, the ghost mask from Call of Duty appeared at the Golden Gate Bridge, nodding to the game’s lore.
