CategoryB04. Mobile Games
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production W Shanghai, CHINA

The Campaign

Concrete image products, Innovative chapter-style HTML5 interactive games The family can be categorized, according to the nature of the product, as: Perception ( Reading and Movie); Consonance( Music and FM); Seek and Get (City and Things); Share(Group and Radio); Spirit( Brand), which are strongly related to the five senses of the consumers. eyes, ears, mouth, nose, brain. Besides we have created the chapter-style suspense game. All of these are supposed to sustain the old consumers’ curiosity and attract the new ones’ attention so as to campaign for Brand Publicity film

Creative Execution

In this mobile digital campaign, one Creative Director, two Animators who were also website designers, one Copywriter and one Programmer were involved as a core working team. We created a series of interesting Html5 puzzle games on mobile phone. It took three months for these five Html5 games from creative design to production.

Results 1. In this project, the HTML5 attracted more than 2,230,000 times’ visits after it was put online, which has set a new record for Douban publicity. 2. After 5 rounds, the interactive game has won numerous followers for its unraveling plots along with the fun it brought. There are so many answers and strategy guides related to how to pass it that a social media topic named “ This Game is Freaking Awesome” was spontaneously formed. 3. As this project is a trail blazer in the chapter-style HTML5 publicity and established a new model for the bottlenecked HTML5 publicity, it was regarded as a classic case in the industry. 4. After being put online, it posed a continuous guess and reading of first brand marketing by its users and media, which has become a social hot issue and successfully campaigned for later publicity.

Review the past decade, focus on the spirit cores From books, movies and music to the modules-Group, City, FM, Tattle-tittles and Radio, function constantly goes deeper and deeper at spiritual level. Now, the extensive and magnificent family has been an irreplaceable part of millions of users’ spiritual world. Thus, we created the brand image “The shelter of our soul” and made it as the breakthrough of brand promotion.


Name Company Position
3water Lee W Creative Director
Ermu Wang W Senior Art Director
Chen Lok W Producer
Fan He W Senior Designer
Super Zhang W Senior Art Director
Yiyun Pan W Project Executive
Janki Yang W Designer
Clara Lee W Copywriter
Website URL