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  • SUB CATEGORY :
    DIGITAL IMAGE DESIGN
  • COMPANY ENTERING :
    TENCENT, SHENZHEN
  • TITLE :
    MOONMENTS
  • BRAND :
    WECHAT/THE GREAT WALL
  • ADVERTISER :
    TENCENT
  • AGENCY :
    TENCENT, SHENZHEN/ STINK STUDIOS, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    VINCENT LI
  • EXECUTIVE CREATIVE DIRECTOR :
    AKAE WANG
  • CREATIVE DIRECTOR :
    NANDO CORREA
  • COPYWRITER :
    ZITA ZOU
  • ART DIRECTOR :
    IVY HUANG/DONG XIE/KEN LIN/SONJA XU
  • INTERACTIVE ART DIRECTOR :
    HELEN HSU/CHEN TZU WANG
  • AGENCY PRODUCER :
    AHJAN HUANG/KATHERINE LEE/ROY ZHANG
  • INTERACTIVE DESIGNER :
    ADDIE HAO
  • ACCOUNT DIRECTOR :
    YUAN HONG/YAO MA
  • ACCOUNT MANAGER :
    TAO YU
  • MEDIA AGENCY :
    TENCENT, SHENZHEN
  • PR AGENCY :
    TENCENT, SHENZHEN
  • ENGLISH CONTEXT EXPLANATION :
    THE MOON FESTIVAL IS ONE OF THE MOST IMPORTANT HOLIDAYS IN CHINESE CULTURE, CELEBRATING BEING TOGETHER WITH FAMILY AND FRIENDS. WECHAT TOOK THIS OPPORTUNITY TO CREATE A MIXED REALITY CAMPAIGN AIMED AT SYMBOLIZING THE STRONG POWER OF CHINESE CULTURE, CALLED “MOONMENTS”. WECHAT ENABLED USERS ACROSS THE GLOBE TO CONNECT WITH EACH OTHER BY SEARCHING FOR THE MOON IN THE SKY USING THEIR MOBILE PHONE AND THEN TRANSPORTED USERS TO ONE OF THE GREAT WALL PASSES, DIRECTLY FROM THEIR LOCATION IN THE REAL WORLD. WITHIN 12 HOURS, OVER 20 MILLION WECHAT USERS GATHERED ON THE GREAT WALL FROM ACROSS THE WORLD.
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