How Arcane arrived to Czechia

With the upcoming premiere of Arcane, the new League of Legends series on Netflix, we needed to engage not only the game's player base but also attract new viewers who are not interested in the game itself. In a non-staged OOH stunt, we used Prague's iconic towers to spread a mysterious substance, Shimmer, that turns the series’s main protagonist mad, and she starts terrorising the world of Arcane with similar mischiefs. Towers full of "Shimmer" were unmissable, just like the Arcane series.