League Of Legends Classic Influencer Kit
The latest in a long run of work for Riot, including our Welcome to Noxus and Demacia Rising influencer kits, the Packaging team were honoured to be asked once again to create Riot’s latest influencer kit, for League of Legends Season 3: Classic.
The Season 3 update brought a large dose of nostalgia to the game, bringing back original characters, abilities and elements of classic League of Legends gameplay. Our objective? Reconnect with OG creators who helped build the game’s community, re-engage lapsed creators who may have moved away from the original game, and encourage them to rediscover what made League of Legends so special in the first place.
Just 77 kits were produced and distributed globally to a carefully selected group of current and lapsed creators, making personalisation and nostalgia central to the entire experience.
Our concept was built around the rediscovery of a favourite book - old, familiar and well-loved, pulled from the shelf and opened again for the first time in years.
The unboxing experience - from the leatherbound, library-inspired packaging and aged details through to the bespoke contents inside - was crafted to evoke nostalgia and trigger forgotten memories, with players’ League of Legends histories being rediscovered.
With a small, highly targeted recipient list, the central creative strategy was unique, bespoke personalisation. We created individualised content for every recipient, bringing their original League of Legends identity back to life, with each creator receiving a unique 2.5-D UV printed piece of bespoke character artwork featuring their original character, alongside their creator name, for a deliberately personal reminder, evoking memories and reminding them why they fell in love with the game in the first place.
Timing was central to the kit’s success - Fluid handled the global logistics of shipping each of the 77 kits worldwide, with each package containing a note instructing recipients not to open it until 12 July, when the full Season 3: Classic details would be revealed during the MSI final broadcast. The controlled reveal was designed to encourage creators to unbox simultaneously with the announcement, maximising social coverage and bringing their audiences into the moment.
Inside, the experience unfolds across two layers. The first reveals a bespoke scroll created specifically for each recipient, followed by the hero piece: a unique, tactile 2.5-D UV printed character artwork featuring their original League of Legends character and creator name. Partially 3D-printed and finished with a UV-layer print, the artwork has a raised, almost sculptural quality that makes the character feel like it has stepped out of the screen.
For creators who may not have played League of Legends for years, seeing their original in-game identity recreated and personalised was designed to make the connection feel personal, inspiring them to encourage their audiences to share the nostalgia by rediscovering their own OG characters. Beneath the main layer, a hidden compartment reveals further League of Legends content, including a custom mousemat and a 3D-printed, hand-finished Ward lamp. The working lamp brings another recognisable element of the game into the physical world, while giving the kit a lasting use beyond the initial unboxing.
77 ultra-exclusive kits were produced and distributed worldwide, giving a carefully selected group of current and lapsed League of Legends creators a highly personal way to reconnect with the game’s Classic era.
By putting each creator’s own history with League of Legends at the heart of the experience, the campaign turned nostalgia into something physical, collectible and made to be shared - helping bring the Season 3: Classic announcement to life across creator communities.
