League of Legends Comes to Life in Anniversary Campaign

Riot Games, the game developer and publisher of League of Legends, is celebrating its 10th “Annie-versary” of China with the launch of a new campaign.

Created by WPP global brand agency Superunion, the work taps into the League of Legends players’ secret language and brings the game to real life.

The “Annie-versary” campaign was developed using memes, secret words, and inside jokes, piecing them together to follow a protagonist’s 10-year gaming journey with League of Legends.


Riot Games led the film creation and art direction and provided creative guidance and strategy support throughout the project, with Superunion leading story curation, creative strategy and post-production including 3D animations, 2D graphics and animated text. The production was provided by the WPP’s Hogarth Worldwide.

The film launched at the grand opening celebration event at Hangzhou Olympic Sport Centre and will be featured across all social media platforms and broadcast media.

“Superunion has been the ideal partner for the campaign, as they truly understand the passion that our players have for our games and have helped us create a campaign that reflects the transformative power of being part of the gaming community,” said Justin Kuo, Head of Creative, China Entertainment at Riot Games.



Riot Games China Creative
Riot Games China Consumer Products


Ray Lan | Managing Creative Director
Maggie Chien | Business Director
Jessica Tan | Creative Digital Director
Fu Le | Design Director
Ami Chan | Client Manager

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