To recruit gamers and fans alike, we brought in-game moves into the real world. Kicking-off an integrated campaign with the League of Legends World Championship e-sports event.

Campaign: What’s Your Move?
Client: Axe—Global.
Agency: 72andSunny.
Creative team: Ben Everitt, Adam Koppel.
Launch-film director: Leonardo Cosme
Project: Global toolkit, key-visual, Launch film,  Dooh,  Social campaign, Event activations.

Debuting at League of Legends live broadcast we announced the partnership with a Talking AXE Can, when you spray the customized can delivers iconic League of Legends lines, the ultimate prize for any passionate gamer.