Teemo’s Treasure Trek - Riot Games
Background: Every year, 1.5 billion people celebrate Lunar New Year differently. As global gaming giants, League of Legends wanted to celebrate the diversity of its community, starting with new skins for chosen champions reimagined this season.
Idea: We tapped on Teemo, an adorable scout that has a penchant for adventure who was reimagined as a Fortune Cat, a mythical creature that brings prosperity. So we created Teemo’s Treasure trek: an epic delicious journey across 8 cities, where he sampled different lunar delicacies of the world.
Film, Gaming, Entertainment, Social Activation
Recognition:
2x Silver Clio Entertainment 2022
Client: Riot Games
Agency: BBH Singapore
Creative Director: Xander Lee
Associate Head of Art: Sid Lim
Art Director: Shervin Low, Melissa Ho, Amos Mak, Dawn Abegail
Copywriter: Winona Wee, Liya Razali
Director: Marty Walters
Production: Alt VFX
DI: Visual Thing
“Bai nian” is the Lunar New Year tradition of visiting your friends and family to wish them luck and fortune. As Teemo embarks on his journey to fill up his Eight Treasure Box, he visits eight Southeast Asian cities to “bai nian”.
We got fans from different countries to recommend their favourite delicacies, and those who followed the trek onground were delighted to find surprises at real stores he visited.
Connecting gamers
through cultural traditions.
Home sweet home.
We translated these local stores homemade specialties into 3D renders for our reunion cinematic: allowing Teemo to bring the tastes of the world back home to Runeterra.
Fans saw their different versions of Lunar New Year represented while we release a second cinematic of Teemo’s heartwarming homecoming with his own in-game friends and a now-complete Eight Treasure Box.
