UNLOCKING LEGENDS
AXE Gaming & League of Legends
PROJECT
AXE GAMING & LOL COLAB
CLIENT
AXE GAMING
SKILLS
STRATEGY
CONTENT
KEY ART
PRODUCTION
MOTION
OVERVIEW
We created an international, live-streamed esports tournament that let fans and streamers team up, compete, and win big - all under the Axe banner.
THE BRIEF
AXE had a high-profile partnership with League of Legends but needed a breakthrough idea to activate it during lockdown. The challenge: cut through the noise, engage gaming audiences stuck at home, and make AXE feel authentic in one of the world’s biggest gaming communities.
LEVELLING UP
LIVE STREAM
SOCIAL
BE A LEGEND
We built an international, live-streamed esports tournament where fans could pick their captain, team up with streamers, and battle it out to win big – all under the AXE banner. A gaming-first activation designed to drive engagement and spark community hype.
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Twitch Integration: Live action streamed directly to fans worldwide.
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Culturally Relevant Talent: Popular streamers leading teams in epic matches.
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Community Competition: Regular players got their shot at esports glory.
THE BIG IDEA
HOW WE DID IT
BE A LEGEND
We identified top-tier creators in Germany, building dream teams that squared off in a premium, AXE-branded broadcast. Fans could select their captain, join in the action, and feel part of something bigger than just a stream. The response was electric – the activation rolled out to Mexico and Colombia within weeks due to overwhelming demand.
THOUSANDS OF ENGAGED PLAYERS AND VIEWERS ACROSS MULTIPLE COUNTRIES
Major brand uplift for AXE in the gaming space
A partnership that cemented AXE as a true player in esports culture
"a couple of weeks after the event we were suddenly rolling out to Mexico and Columbia! It took off faster than anyone expected"
LUKE FISHER