Riot Games aimed to introduce Clove, a bold and fearless new character to Valorant. Clove, being a Scottish character, the goal was to create a hyper-local activation that would resonate widely, particularly appealing to Gen Z and Edinburgh locals. The campaign needed to highlight Clove's unique narrative centered around death and rebirth all whilst embracing her Scottish roots. Riot Games enlisted Bastion to develop a campaign that would capture Clove’s essence and make a significant but local impact.
Bastion collaborated with Elph, a renowned Edinburgh street-artist, to bring Clove’s character to life through an impressive mural in Leith, the city's cultural district. This artistic partnership aimed to:Tap into Edinburgh’s vibrant alternative art scene.
Align Clove with a respected name in the local art community.Target Edinburgh locals, ensuring the campaign resonated with the city's residents rather than tourists.Create a visually compelling launch moment.Depict Clove’s story of death and rebirth across multiple mural panels.
On the ground in Edinburgh, our team managed asset capture, coordinated spokespeople, and facilitated on-site press interviews. Meanwhile, the team back at the office pre-pitched to the media the morning before the launch, updating assets as they received fresh content from Edinburgh. And lastly, to add an interactive twist, the team sent Corey, a local mega-fan of Valorant, on a treasure hunt through the city to discover the mural. Corey's journey was even documented for ad-hoc press interviews and social media content, adding a dynamic and engaging element to the campaign.
Pieces of online coverage
Pieces of print coverage
National hits including
The Guardian, The Times,
The i Newspaper
The campaign’s impact was further highlighted by some impressive engagement metrics:
