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a good fight for the new year / Tencent, Arena of Valor

Submitted By wang wen

Description

Arena of Valor is one of the most popular mobile games among Chinese players. This project is part of the brand advertising program for the Spring Festival, with public welfare as its core originality. The Spring Festival is deemed as the most important festival for the Chinese families to get together. We are looking for a good way to combine mobile games with family reunion. Game epitomizes the real life. Game designers create game rules following an ordinary life philosophy. These two are subtly connected with each other. We have found this connection between Arena of Valor and family reunion by combining “Game” and Life”. We look for simple game-playing scenarios in real life that would sympathize with our viewers and best communicate them with our claims.

Objective

Game itself carries no meaning unless is endowed with the meaning of life. Game has long been deemed as “poisonous” to the family among elderly Chinese. In this project, we, in the name of games, would advocate people put aside games and get together with the family, relishing the precious moments being with our loved ones. Mostly importantly, I strongly recommend players have respect in their family and in their life. Treasure every moment spent with the family. That’s how we boost Arena of Valor’s brand affinity and create a friendlier image.

Technical Challenge

It can be dangerous for a game producer to persuade people to give up on games. So the key is to find a “clever” way out. We employed extremely simple shots and plots and made a “twist” with the script. Players would first see it as a game advertisement, so with no hostile preconceptions. And when it comes to familiar conversations and scenarios, it would occur to them that the video is actually talking about “life”. Viewers being touched totally unnoticed, appreciating our advocacy, thus our advertisement target is reached.

Client

Tencent, Arena of Valor

Agency

Dotwell
http://dotwell.com/

Media

Television

Market

Games / Toys

Credits

Director

王文

Photographer

巨汶琰

Editor

婉仪

Account Executive

pao 冉强

Art Director

李燕芳

Creative Director

王文

Production Company

dotwell

Agency Producer

dotwell

Producer

肖峰,肖聪, 狄文达

Views

10

 

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