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Champion's Collaboration
In 2021, Ant Group released a promotional video showcasing the collaboration of Alipay's Yu'e Bao, the League of Legends EDG esports organisation, and Razer in the 2021 World Championship for League of Legends. This super collaboration is a blend of finance, esports, and technology which is highlighted splendidly in the promotional video.
The opening of the promotional video features Yu'e Bao's appearance with its newly redesigned mascot - a fish, which replaced the "Money Bag" icon to better represent their brand in a more modern and relatable image, making it a clever marketing strategy. The central piece of the video is the EDG League of Legends roster, renowned for their victory in the 2021 World Championship. The members, Flandre, Jiejie, Scout, Viper, and Meoko, are all presented playfully and engagingly as adorable animal characters.
Ant's creative approach adds a new touch of personality and engagement to the video which allows them to be more relatable with their audiences. While being featured, the EDG organisation which is sponsored by Razer can be seen emerging from pods that represent Razer's merchandise, a symbol that represents their readiness for the competition and the brand's support for the team.
At the end of the promotional video, viewers are shown the collaborative merchandise between the three brands, highlighting the exclusive Razer merchandise featuring EDG as well as plushies each representing the players in the form of adorable animals. The video is proof that successful collaboration between three different industries could come together making a collaboration and video with compelling narrative, resonating with the fans and potential customers.
Credits
Entry Title: Collaborative Promotional Video of Yu'EBao x EDG x Razer
Entrant Company: Ant Group
Winning Category: Communication Design - Film / Video
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