Agency
Agency
Agency
WMcCann
WMcCann
Unknown Legends
Mastercard®
2022
Agency
November
WMcCann
Awards
・Effie LatAm Shortlist 2023
Challenge
The Problem
Use Mastercard’s voice in e-sports to promote a healthier and more inclusive community — moving beyond the traditional focus on performance and rankings.
The toxic nature of parts of the gaming community contrasts with Mastercard’s values of inclusion. As a CBLOL sponsor, the brand had an opportunity to positively influence the environment.
The Insight
Idea
In gaming, being a champion isn’t just about skill. The players who truly shape the community are those who make others feel they belong.
A surprise recognition created for CBLOL 2022 to honor community members who promote inclusion. The initiative broke the traditional performance-driven awards format through emotional films and live tributes during the official CBLOL Awards ceremony — celebrating those who make the game better for everyone.
My Role
I led the strategic exploration, conducting interviews with players and community members to understand behavioral patterns and map the impact of toxicity within the ecosystem. From this research, I helped define the core tension and shaped the central insight that championship is also about inclusion — guiding the concept and ensuring cultural authenticity throughout development.