Cannes Contenders: Tencent/ZHENG&Co China
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Mogao Cave: From Dome To Scarf
Tencent/ZHENG&Co China
Mogao Cave, artistic treasure that originates from The Silk Road. There are more than 400 domes situated in the Mogao Caves with unreachable height, protecting it from deterioration. However previously hidden in the dark, her beauty has been ignored?What can be done for people to discover and experience its beauty again. The Mogao Caves reached out to Tencent, with the ultimate goal to find a digital solution that can overcome this challenge.
A scarf that can be personalized for anyone with a simple promise: You Design It, We Make It. We created a digital social gallery with 200+ cave dome graphics. They are reassembled into customizable components for everyone to wield their design creativity. The possibilities are endless with infinite combination of personalized fashion. No worries for ugly design, as it never fails. Users just need to work their fingers, click purchase and wait for the one and only Scarf of Dome delivered to their hands.
Tencent Safety: Friendship Killer
Tencent/ZHENG&Co China
Chinese Social Media Miracle: A 10 year work finished early. Ponzi Scheme, “Finding the nextvictim to leave the game” has infiltrated the social media through interaction among friends. Tencent as one of the biggest social media has decided to tackle this web epidemic. We initiated a game for users to make a serious decision: in 3 minutes, you will need to find a scapegoat. And you can only choose between: A stranger ora friend.This triggered heated debate and explicit argument. We held a press release at the same time, by setting up Ponzi Scheme’s high profit promises, to lure individuals to join online and offline. The truth is later revealed that is staged and more than 80% of the participants were lured to assume the role of a friendship killer. Invitation to join Tencent Security APP is send out in the end, a service that utilizes big data to protect users from fraud with regular update, turning a friend from victim into safe advocate.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.
16 Comments
Wow! This is a famous case of screen brushing in China! Especially this scarf one!beautiful and amazing!
“Screen brushing”? what does it mean?
It’s an social phenomenon! Everyone is posting it on WeChat, full of screen
I have never been to Dunhuang. I have felt the beauty of Dunhuang’s suicide note in this interactive game. It’s great.
Immersive feeling！！！Mogao cave art is amazing！！！
GOOD JOB
Amazing ～
WOW!:)
What a fascinating idea to combine Mogao Cave culture with digital media!!! Though I have never been to this historical place, but this personalized scarf design interaction gives me a vision of this amazing place, can’t wait to start my journey.
Really love this idea! Paying respect to history and ancient culture, from old to new, brilliant!
The Mogao Caves are located in the remote part of Western China creating challenge to visit.
The mobile experience is great! Smart, effective!!
Gold Lion！！！
Wow! Very creative design and passing on Chinese culture.
Good job!
Amazing！！！What a creative idea to convey transitional culture though digital media and DIY interative game!
it is so awesome！very good job！
Meaningful pattern on the scarf, great idea
This idea is genius! Few people look up. Probably missed one of the most beautiful parts of Mogao. DIY for different elements, customize your own scarves. A genius idea.