CBLOL LAUNCHES NEW CAMPAIGN TO SHOW IT’S MORE THAN A TOURNAMENT — IT’S HEART, GRIT, AND PASSION
CBLOL (the Brazilian League of Legends Championship) is the biggest and most iconic Esports league in Brazil — and one of the fastest-growing in global viewership. Created and published by Riot Games, it’s a stage where legends rise and entire communities rally.
But beyond the epic plays and packed arenas, there’s a side of CBLOL that many still don’t see. A culture. A grind. A beating pulse that goes far beyond the game.
With this campaign, CBLOL shines a spotlight on what truly powers the championship: a community built on pure passion.
But beyond the epic plays and packed arenas, there’s a side of CBLOL that many still don’t see. A culture. A grind. A beating pulse that goes far beyond the game.
With this campaign, CBLOL shines a spotlight on what truly powers the championship: a community built on pure passion.
Campaign Overview
The campaign, which alongside other initiatives marks a new chapter in the communication of the Brazilian League of Legends Championship (CBLOL), introduces the concept “There Are No Shortcuts.” It highlights that to be a part of this world, a player must be deeply committed. It’s a journey that often goes unnoticed by those outside the gaming community.
Narrative and Message
The inspiring and timeless film portrays the multigenerational nature of CBLOL by following the story of a pro player—from childhood, as a fan, to becoming a successful athlete.
Symbolism and Impact
This campaign draws a powerful parallel between the short physical walk through the tunnel leading to the arena and the long, unseen path a player takes to get there. From the outside, it may seem like a short distance—but in reality, it represents a lifetime of effort, hustle, and dedication. Just like in any other sport, CBLOL demands grit and determination, though that’s not always visible to those beyond the community.
