BMW ‘Heroes of Rivalry’
SPONSORING
BMW entered esports and gaming by sponsoring six of the world’s best League of Legends teams. The work was designed to communicate with a young, hard-to-convince audience.
CLIENT
BMW
ROLE
Creative Direction, Idea and Strategy
YEAR
—
THE CHALLENGE
Raising awareness for the BMW esports sponsorship among Gen. Z, despite not being able to commence any productions in person due to Covid.
THE APPROACH
Using the global trend of anime and manga as a vehicle for communication, bringing digital storytelling to a new level.
THE CAMPAIGN
Heroes of Rivalry featured nine digital manga issues released weekly over two months, creating traffic for BMW and giving fans custom desktop backgrounds and a limited coffee-table book.