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Mastercard® Unknown Legends
2022
November
Context:
In the Brazilian gaming universe, League of Legends is very popular. But behind this massive popularity, there’s a darker truth: toxicity, sexism and hostile behavior push many players — especially women — away from the community. Despite being one of the most watched e-sports in the country, the environment often fails to reflect the diversity of the people who love the game.
For Mastercard, a sponsor of CBLOL, this cultural tension opened an opportunity to stand for something bigger than performance: behavior, respect and inclusion.
The Challenge:
How could Mastercard use its voice in e-sports to promote a healthier, more inclusive community — and celebrate the people who make the game better for everyone?
Insight:
A true champion isn’t defined only by skill — but by the ability to make others belong.
Strategy:
Instead of celebrating only the players who dominate the rankings, Mastercard turned its attention to the people who quietly shape the community every day — those who fight toxicity, build safe spaces and amplify diversity.
By humanizing these “unknown legends,” we redefined what heroism looks like in gaming and invited the entire community to rethink its own role.
Idea:
Unknown Legends
A surprise recognition created for CBLOL 2022 that celebrated community members who make e-sports more inclusive.
The honorees were revealed during the official CBLOL Awards, breaking the expected performance-based format with emotional films and on-stage tributes.
Awards:
2023 Shortlist Effie Latam - "Marketing Jovem"
My Role:
I led the strategic exploration that unlocked the idea.
I conducted dozens of interviews with players and community members, mapped behavioral patterns and uncovered the core tension: a toxic environment driving people away.
From this, I shaped the central insight — that championship is also about inclusion, not only performance — which became the foundation of the concept.
I supported the team throughout development and ensured the final idea stayed authentic to the lived experiences of players.
