Native to the codes.
Every mechanic was designed from inside the Karmine Corp universe — its rituals, its humour, its match-day moments — so the brand shows up as a participant, not an advertiser.
Brands · 2024
Charal.
Activating the Charal × Karmine Corp partnership — planting the brand at the heart of French esport fandom.
Sponsoring & ActivationEsport PartnershipKarmine CorpCommunity
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A national brand, adopted by the loudest fanbase in European esport.
Charal entrusted us with the activation of its partnership with Karmine Corp — with one goal: building awareness and consideration for the brand among the club's fan communities.
We designed and deployed activation mechanics built specifically for this universe — in step with its codes and the expectations of the community, rather than transplanting traditional sponsorship formats.
Conceived to engage and create closeness with the fans, these operations capture attention and anchor the brand durably within the Karmine Corp ecosystem.
Earn the fans, don't interrupt them.
ApproachBuilt for proximity.
Activations put fans first: experiences at live events and around broadcasts designed to engage the community directly and create genuine closeness with the brand.
Anchored for the long run.
Not a one-off stunt — a programme of operations that inscribes Charal durably within the Karmine Corp ecosystem and keeps earning attention season after season.
The activation, on the ground.
6 images · Photos · Elliot Le Corre
Designed for this universe, in phase with its codes — operations that make the brand part of the fandom itself.
— Campaign principle
