Hey ya! Ready to see some cool creatives? Scroll down.
Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Mastercard® Unknown Legends
2022
November
Context:
League of Legends is one of Brazil’s most popular e-sports, yet its community is often marked by toxicity, sexism and hostile behavior — pushing many players, especially women, away. As a sponsor of CBLOL, Mastercard® saw an opportunity to address this cultural tension and stand for inclusion and respect in gaming.
Challenge:
Use Mastercard®’s voice in e-sports to promote a healthier, more inclusive community — beyond performance and rankings.
Insight:
A true champion isn’t defined only by skill, but by the ability to make others belong.
Strategy:
Redefine heroism in gaming. Instead of celebrating only top-ranked players, Mastercard® shifted the spotlight to community members who actively fight toxicity, build safe spaces and amplify diversity — the “unknown legends” shaping the game from within.
Idea:
Unknown Legends — a surprise recognition created for CBLOL 2022 that honored inclusive community members. The initiative broke the performance-driven awards format with emotional films and on-stage tributes during the official CBLOL Awards.
🏆 Awards:
・Effie LatAm Shortlist 2023 — Youth Marketing
My role:
Led the strategic exploration: conducted interviews (over 15) with players and community members, mapped behavioral patterns and identified the core tension of toxicity driving people away. From this, shaped the central insight that championship is also about inclusion — guiding the concept and ensuring authenticity throughout development.
