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  • SUB CATEGORY :
    BEST USE OF SCREENS & DISPLAYS
  • COMPANY ENTERING :
    PUBLICIS WANGFAN, SHANGHAI
  • TITLE :
    THE MAGIC REMOTE
  • BRAND :
    TENCENT
  • ADVERTISER :
    JX MOBILE
  • AGENCY :
    TENCENT-TGIDEA, SHENZHEN
  • CHIEF CREATIVE OFFICER :
    LAVA LII/MARS HOU
  • EXECUTIVE CREATIVE DIRECTOR :
    AKEA WANG/MATT ZHOU
  • CREATIVE DIRECTOR :
    KAY/BOBO
  • COPYWRITER :
    LI QI/SIMEN
  • ART DIRECTOR :
    MENG SHIYAO
  • AGENCY PRODUCER :
    YU NITING
  • MEDIA AGENCY :
    PUBLICIS WANGFAN, SHANGHAI
  • MEDIA PLANNING DIRECTOR :
    XU BIN/GUO QIANTING
  • MEDIA PLANNING MANAGER :
    ZHOU ZHIYING
  • FILM PRODUCTION COMPANY :
    GWANTSI PRODUCTION, SHANGHAI
  • DIRECTOR :
    SHEN YUJIE
  • CINEMATOGRAPHER :
    LIANG ZHONGQIANG/ZHANG YUNFENG
  • PRODUCTION DESIGNER :
    MA JIANWEI
  • EDITOR :
    SU ZHEN
  • COLORIST :
    MANU/MAO SIQI/ZHOU JIALIN
  • STORYBOARD ARTIST :
    CHU MENG
  • COMPUTER ARTIST :
    WEI WEI
  • ANIMATOR :
    LI HUAFENG/TANG JIALI
  • DIGITAL COMPOSITOR :
    DAI XUHONG
  • SPECIAL EFFECTS PRODUCER :
    TAN JIABIN
  • SOUND PRODUCTION COMPANY :
    TAKE ONE STUDIO, SHANGHAI
  • SOUND DESIGNER :
    PENG MENG
  • MUSIC COMPOSER :
    YANG YUNHAO
  • THE BRIEF :
    AS A 20-YEAR CLASSIC MARTIAL ARTS GAME, "JX MOBILE" WAS FACING A CHALLENGE: HOW TO RE-CREATE ITS POPULARITY WITHOUT RENOVATING IT TO A LARGE EXTENT?
  • THE STRATEGY :
    WE’VE CREATED AN INNOVATIVE IMMERSIVE EXPERIENCE THAT CONNECTS THE GAMER AND THE GAME SEAMLESSLY. FROM SMALL SCREEN TO IMAX SCREEN, FROM PLAYER TO CHARACTER , YOUR PHONE IS YOUR REMOTE CONTROL AND THE WHOLE CINEMA IS YOUR GAME CONSOLE. WE MADE EACH AUDIENCE INCARNATE AS A SEED USER TO EXPERIENCE AND HELP SPREAD.
  • THE EXECUTION :
    WE SET OUR STAGE ON A MYSTERIOUS CASE ON IMAX SCREEN AND YOU ARE THE DETECTIVE. EVERY 5 MINUTES, A VOTE WILL BE CASTED ON YOUR PHONE, THE AUDIENCE CAN CHOOSE WHICH CLUE TO FOLLOW AND DECIDE THEIR VERSION OF TRUTH INDIVIDUALLY BASED ON THE INFORMATION THEY HAVE. THE ENDING WILL REVIEW THE TRUTH MATCH THE DATA. A RESULT REPORT INCLUDING THE RANKING AND OVERALL PERFORMANCE WILL BE PUSHED TO THEIR PHONE. BY FORWARDING AND SPREAD FROM THOSE SEED USERS, MILLIONS OF AUDIENCES COULD HAVE A TASTE OF ITS CHARM ONLINE.
  • THE RESULT :
    THESE KOL GAMERS BECOME OUR AMBASSADOR INSTANTLY, THROUGH THEIR SOCIAL NETWORK, OUR MOBILE EXPERIENCE HAS RECEIVED MORE THAN 40 MILLION VIEWS. THE QUANTITY OF ONLINE COMMENTS HAD REACHED OVER 0.2 MILLION INCLUDING TREMENDOUS APPRECIATION, AND FINALLY BOARDED THE LIST OF ZHIHU (CHINESE QUORA) HOT COMMENTS. THE BUTTON OF “DOWNLOAD THE GAME” IN H5 WAS CLICKED OVER 0.2 MILLION TIMES，AND REVENUE DERIVED FROM USERS PAYING TO WATCH MOVIE IN THE GAME HAS REACHED OVER 5 MILLION RMB.