Riot Games League of Legends “GG”
Over 100 million people worldwide play League of Legends every month. The intense competition coupled with anonymity creates toxicity, and toxicity is this number one reason people stop playing. Riot asked us to help them combat this toxicity with a campaign that would be embraced by the global LoL community. While playing game after game, we noticed players typing "GG" (Good Game) to each other as a virtual handshake of sportsmanship. It happened no matter what country the players were from or language they spoke. So, we decided "GG" would be our global unifying message of positivity.
“Welcome to season 6 GG”
“Welcome to Season 6 GG” garnered over 1.5 million views in less than 24 hours.
We created a system of GGs for Riot to use across season 6
GG Booth at Worlds
The finale of the League of Legends World Championship was held at Mercedes-Benz Arena in Berlin, Germany. We created an experience for fans to capture and share their GG along with posting tributes to their favorite players.
“End of Season 6 GG”
We put a call out to LoL shout casters, celebrities, and fans to create an end of season GG video as a way to say thanks to the community, from the community. Posted to Facebook December 31st, it quickly gained 2.7M Views, 64K Likes, and 8.8K Shares.