Riot Games: MSI EMEA - We Are Collider

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A custom-built statue of League of Legends Champion Lee Sin was displayed in central Barcelona.

Fans queued to get up close to the statue and local esports team.

Players from teams like Heretic enjoyed the focus on their teams and chosen champion.

The QR code on the statue's plinth was scanned to access an App...

... where fans could launch and view digital content.

The exclusive content included interviews featuring legendary EMEA esports athletes.

The digital content was pushed out across the entire EMEA region on social media and via the App.

The App also allowed fans to join in and place an AR champion statue wherever they were located.

AR animations brought the champions' powers to life.

Other champion statues included Kai'sa in Paris...

... Orianna at London's Copper Box Arena...

Each statue was a highly detailed, life-size bronze of the iconic League of Legends champions.

40.8M CAMPAIGN IMPRESSIONS
769K CONTENT VIEWS
24K STATUE ENGAGEMENTS
12K ONLINE AR VISITS

“It was such an incredible weekend! I had to get a selfie alongside my queen, Orianna! #OurMSILegacy”

League of Legends Fan

“It’s Littt!!!! #OurMSILegacy”

Another League of Legends Fan

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SERVING UP A FEAST FOR THE SENSES

Urban Decay Face Bond

OUR TRIPLE-ACTION LAUNCH

Red Bull - League of Its Own

THE BEST IN THE WORLD DO BATTLE

Top Employer Awards

A NIGHT OF CHAMPIONS

Pokémon Poké Post

GOTTA CATCH THE MAIL

Manomasa

TURNING UP THE HEAT ON TORTILLAS

Red Bull Contested

UK'S FIRST-EVER FORTNITE MAJOR

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GET INTO THE GAME

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STAGING A LEGENDARY LAUNCH

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SEE AND BE SEEN

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A LASTING LEGACY

Bear Nibbles

PAWS OFF, YOU PESKY PARENTS

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HITTING THE E-SPORTS SWEET SPOT

SHARP

INSPIRE EXPO

Waitrose

BROADENING TASTE HORIZONS

Lyxor ETF

PLANET-FRIENDLY INVESTING

FYC Emmys

GIVING ARCANE THE BEST CHANCE

Bookatable

EATING OUT'S BACK ON THE MENU

SEAT

EVERYDAY ADVENTURE

Wololo

MAKING GAMING HISTORY

G-Technology

GETTING CREATIVE FOR CREATIVES

Tellurian

MAKING A STATEMENT OF QUALITY & EXPERIENCE

The Macallan

DETAILING THE ART OF WHISKY

Woodside

LAUNCHING A NEW CHAPTER

Elden Ring

STEPPING INTO THE WORLD

All3Media

HOME AWAY FROM HOME

Beko

LOOK TO THE FUTURE

AstraZeneca

CAMBRIDGE INTERACTIVE

Riot Games

LEAGUE OF LEGENDS IS 10

Hitachi

INSPIRE LIFE

Land Securities

DRAWING CROWDS TO THE CITY

Kumite

BACK AND FIGHTING FIT