Legends are made, never born. You won’t become one by inheritance, nor will you be gifted by divine intervention. It’s the blood, sweat, and sacrifices you make day in and out that transform you.
We wanted to tell that message to esports fans across the globe through unconventional lenses as a way to promote the 2017 League of Legends World Championship. We built the campaign on the notion of self-made legends through characters from our game who are widely perceived as super-heroes.
As part of our Worlds 2017 creative platform “Chase Your Legend” we created “Legends Never Die”; a music video anthem that follows three of the most celebrated characters in the game and their struggles to achieve greatness. A joint venture between Riot Games, Against The Current, and ROYGBIV, “Legends Never Die” was one of the most viewed promos in Riot’s history, with 30+ million Youtube organic views, and 90+ million plays on Spotify and song visualizer combined. Its success helped to consolidate Worlds 2017 as the most watched esports event in history with 80+ million viewers tuning in for the live matches.