The One Show
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Moonments
Agency Wechat / Guangzhou + China Foundation For Cultural Heritage Conservation / Beijing + Tencent / Shenzhen + Stink Studios / Shanghai
Category
Craft / Use of Visuals
Annual ID
OS_SM20_107M
About the Work
It is said that the moon is the brightest and roundest during mid-autumn festival, and this is why the festival is of such importance 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. We may be far apart in terms of physical distance but we are still able to share the beauty of the moon together.
2020 Awards
Total Points: 2
Merit
Credits
Internal / In-House Agency
Tencent / Shenzhen
Digital Agency
Stink Studios / Shanghai
Client / Brand
Wechat / Guangzhou
China Foundation For Cultural Heritage Conservation / Beijing
Music / Sound Production Company
MASSIVE MUSIC / Tokyo
Chief Marketing Officer
Vincent Li
Creative Director
Nando Correa
Creative Technologist
Ethan Chiu
Designer
Addie Hao
Digital Artist
Helen Hsu
Executive Creative Director
Akae Wang
Executive Producer
Katherine Lee
Music Supervisor
Tamon Fujimi
Producer
Ahjan Huang
Roy Zhang
Writer
Zita Zou
Account Team
Yuan Hong
Tao Yu
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