ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Interactive / AR / VR
Annual ID
ADC_INH21_031M
About the Work
It has been the most important daily social behavior to share posts on WeChat Moments in China’s social environment, therefore a simple but creative H5 idea to go viral on the platform was critical. Then the idea of moon came to mind. WeChat allows its 1.9 billion users in over 600 cities in China and abroad to lift up their phones to find and focus on the moon in the sky, activating the journey.
The idea was simple – to bring users to the Great Wall to enjoy the moon in the mid-autumn festival. Called “Moonments” -- the moon (mid-autumn festival) + moments (WeChat Moments), WeChat allows users to lift up their phones to find and focus on the moon in the sky, activating the journey. They are dived into one of the 10 parts of the Great Wall and navigate a range of layouts of the moon behind the wall. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message, create their own posters and publish on WeChat Moments.
We created an intuitive and immersive design by building up a 3D model of both the moon and the 10 Great Wall Passes. The transportation design - from users’ real location to the moon and then dive into the Great Wall - changed users’ POV and gave a fresh, unexpected feeling of the coming scene to welcome them. This festive event reflected WeChat’s proposition – connecting every one of the world.
Within 12 hours, over 20 million WeChat users gathered on the Great Wall from across the world. And the sharing on WeChat created a boost on our social spreading. Moreover, around 1,800,000 participants became a protector of the Great Wall through the experience, contributing to the Great Wall renovation program.
The idea was simple – to bring users to the Great Wall to enjoy the moon in the mid-autumn festival. Called “Moonments” -- the moon (mid-autumn festival) + moments (WeChat Moments), WeChat allows users to lift up their phones to find and focus on the moon in the sky, activating the journey. They are dived into one of the 10 parts of the Great Wall and navigate a range of layouts of the moon behind the wall. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message, create their own posters and publish on WeChat Moments.
We created an intuitive and immersive design by building up a 3D model of both the moon and the 10 Great Wall Passes. The transportation design - from users’ real location to the moon and then dive into the Great Wall - changed users’ POV and gave a fresh, unexpected feeling of the coming scene to welcome them. This festive event reflected WeChat’s proposition – connecting every one of the world.
Within 12 hours, over 20 million WeChat users gathered on the Great Wall from across the world. And the sharing on WeChat created a boost on our social spreading. Moreover, around 1,800,000 participants became a protector of the Great Wall through the experience, contributing to the Great Wall renovation program.
2021 Awards
Total Points: 3
Merit Honor
Credits
Internal / In-House Agency
Tencent / Shenzhen
Digital Agency
Stink Studios / Shanghai
Music / Sound Production Company
MassiveMusic K.K. / Tokyo
Copywriter
Zita Zou
Creative Director
Nando Correa
Digital Artist
Helen Hsu
Executive Creative Director
Akae Wang
Executive Producer
Katherine Lee
Music Supervisor
Tamon Fujimi
Producer
Roy Zhang
Agency Producer
Ahjan Huang
3D Modeler
Chen Tzu Wang
Brand Director
Yuan Hong
Creative Designer
Addie Hao
General Manager
Vincent Li
Project Director
Yao Ma
Project Manager
Tao Yu
Related Awards
