ToonTubers League 2021

In 2021, we developed the promotional website for ToonTubers League, an e-gaming event produced by Cartoon Network for all of Latin America. The digital experience supported an original narrative that included numerous activations and campaign assets, where the channel’s most iconic characters joined forces to face the “Unnecessary Sports Announcer,” the story’s villain. If he managed to win the tournament, he would take full control of Cartoon Network and gain absolute power to do whatever he wanted there.

The website we created served as the central hub of a campaign designed to attract, engage, and immerse the audience in the competitive universe of the event.

Following that narrative, where a character attempts to seize control of the brand, we developed a website that made users feel as if they were being hacked live by the Narrator while browsing. The villain would take over the platform, manipulate the page, and alter content in real time to his advantage, reinforcing the story and surprising the audience—creating an innovative, quirky, and entertaining experience.

In this way, the site transforms as the user navigates: original images and text gradually change until the platform becomes the domain of the Unnecessary Sports Announcer, temporarily displacing the original ToonTubers League identity—all while maintaining Cartoon Network’s signature irreverent humor.

Thus, the promotional website not only provides the essential information about the event but also becomes an active part of the narrative, functioning as a living component of the story the cartoons must confront and turning the user experience into something truly memorable.