ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, 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.

2022 ADC Awards - Interactive

DUBBING THE MOVIE

Agency Tencent In-House / Shenzhen + Treedom / Shenzhen

Client Dunhuang Academy + Tencent Pictures
BACK TO RESULTS

Annual ID

ADC101_INT013S

About the Work

DESIGN FOR GOOD BRIEF Dunhuang has been standing still in the wind and sand for thousands of years. Many murals are in desperate need of restoration. Which depends on its ticket income. Now both Dunhuang and Tencent pictures are forced to close due to the pandemic. Can these two unrelated brands get together to create some sparks? Maybe at the time bringing out more values to the whole society. IDEA SUMMERY The pandemic has announced ‘pause’ on all social gathering, no movie theater, no face-to-face events. And everyone is desperate for entertainment. This is a digital event for the stay-at-home crowd to invite their friends on social media to perform their own dubbing for Dunhuang movie. Tencent Pictures selected 5 different cave paintings turn it into 5 animation film, and invited the public to join their voice-acting game. Thousands of UGC animation films are produced and each film by invitation only, is available for ticket sale at 1 RMB. All the box office earning will directly fund mural restoration at Dunhuang. RESULTS 1. Movie theater and tourism have the most impact because of a pandemic. We found new solutions for these industries under the circumstance. 2. Experience combines viewing, creation, socializing, and public welfare,Co-creating content with users has subverted the traditional theater revenue model. Successfully raised a repair fund of 6.2 million for Dunhuang with a great reputation win.