Valorant Birthday Rush.
Valorant marked Riot’s foray into the realm of First Person Shooter Games and within a year, became the most popular game in South East Asia. To celebrate Valorant’s first birthday, we wanted to treat the fans in a way that kept to the competitive spirit of the game.
So we turned the highly competitive and popular game mode, Spike Rush, into a birthday celebration called Birthday Rush. More than 200000 fans tuned into the live-action experience and worked with Valorant pro gamers to detonate a real Spike Bomb birthday cake!
The Spike Cake.
We designed the cake with flavours native to Southeast Asia like gula melaka, pandan and coconut.
And made sure, even though the cake exploded, everyone got a piece.
(This is where I come in)
Valorant Birthday Rush was my first campaign when I came into BBH as a production intern before I became a copywriter.
Even though seeing a cake explode in slow motion is pretty cool, there’s no fun if you can’t taste it. So we made sure all of Riot’s Valorant pro gamers and twitch streamers got a slice of the delicious basque pandan cheesecake.
I was responsible for sourcing bakeries in the Philippines, Indonesia and Malaysia that could re-create the cake we made in Singapore and deliver it to the influencers. As many of them stayed in provinces far away from the main cities, I planned routes and negotiated budgets with multiple delivery vendors to send slices to more than 100 locations, without it melting or breaking.
Artwork at top of the page is by an artist in the Philippines called ShrimpPaste that Riot collaborated with to design exclusive birthday merch.