Client: Riot Games SEA
Agency: BBH Singapore
KEEPING LEAGUE FRESH
League of Legends has been the most popular PC game in the world for 11 years. So to re-ignite the imagination of fans, we decided to ask a question no one else had.
What if you could taste a virtual fruit?
CRAFTING A FANTASY
Working with Massimo Pasquarelli, the Ritz-Carlton Singapore’s executive chef, we used molecular gastronomy techniques to create something that had a distinctive otherworldly taste.
Thanks to microbeads of condensed flavour, The essence of a Honeyfruit tasted different with every bite.
TRANSDIMENSIONAL FRUIT CARTS
Inspired by the fruit carts of Thailand, our Honeyfruit carts that looked like they were straight out of the fantasy world of League appeared everywhere, and the fans came out in droves to get a taste.
Fans did taste tests, reviews, cooking videos, parodies, and fan art. No one could agree on how it tasted, but everyone couldn’t stop talking about it. Some loved it, some hated it, but no one could resist it.