LITTLE GIRL
Gold Spike Campaign
| Title | LITTLE GIRL |
| Brand | CHANGYOU ONLINE GAME DEVELOPER |
| Product / Service | CHANGYOU ONLINE GAME DEVELOPER |
| Category | A09. Travel, Transport & Tourism, Entertainment & Leisure |
| 2 of 2 Campaign | |
| Entrant | SAATCHI & SAATCHI HONG KONG, HONG KONG |
| Entrant Company | SAATCHI & SAATCHI HONG KONG, HONG KONG |
| Advertising Agency | SAATCHI & SAATCHI HONG KONG, HONG KONG |
| Advertising Agency 2 | DEL CAMPO SAATCHI & SAATCHI MADRID, SPAIN |
| Media Agency | ZENITH MEDIA Shanghai, CHINA |
| Production Company | PRIMO Buenos Aires, ARGENTINA |
Credits
| Name | Company | Position |
|---|---|---|
| Maxi Itzkoff | Saatchi & Saatchi Europe | Chief Creative Officer |
| Mariano Serkin | Saatchi & Saatchi Europe | Chief Creative Officer |
| Carol Lam | Saatchi & Saatchi South China | Chief Creative Officer |
| Fan Ng | Saatchi & Saatchi North China | Chief Creative Officer |
| Ariel Serkin | Del Campo Saatchi & Saatchi | Executive Creative Director |
| Juampi Lufrano | Del Campo Saatchi & Saatchi | Executive Creative Director |
| Felipe Calvino | Del Campo Saatchi & Saatchi | Agency Producer |
| Ran Yin | Saatchi & Saatchi Shanghai | Head Of TV |
| Irene Shum | Saatchi & Saatchi Shanghai | Managing Director |
| Rebecca Liu | Saatchi & Saatchi Greater China | Director of Communications |
| Nico Perez Veiga | Primo Bueno Aires | Film Director |
| Momo Hou | Saatchi & Saatchi Shanghai | Creative Director |
| Guojing Yang | Saatchi & Saatchi Shanghai | Creative Director |
Brief Explanation
Does online gaming cause antisocial behaviour? Or do others cause the gamer to seek escape from real life by playing games? The campaign uses ironic humor to examine human relationships. In this film titled ‘Little Girl’, a miserable father sticks to playing his online games instead of interacting with his daughter, after she continually puts makeup on him and dresses him up in ballet dresses. The film includes subtle insertions of the three new games launched by Changyou.