CBLOL - "CBLOL. NO SHORTCUTS."

Euphoria Creative São Paulo, Brazil

Awards

543

Brand: CBLOL
Country: Brazil

Advertiser: Riot Games

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	89 seconds
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
Production Company	Mercuria
Post Production	Space Gorilla
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