Product / ServiceMONUMENT VALLEY 2
CategoryB05. Use of Ambient Media: Large Scale
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA

The Campaign

Our target audience consists of not just hard-core gamers. 70% of the players come from the fields of science, art, and architecture. The audience dabbles in architecture, design, photography, etc. They love traveling and are highly active on social media. However, traditional outdoor advertising usually lacks continuance and interactivity. Thus we came up with an innovative solution that we found a residential building, and made it be an eye-catching, interactive and lifelong billboard — the "Monument Valley in reality."

Creative Execution

First, we found the eye-catching “billboard.” After months of searching, we settled on La Muralla Roja in Spain, a residential building with game-like color and structure. Second, we transformed it into an interactive “billboard.” By taking the building’s advantage, we designed three interactive routes on site and brought the characters into real life. Meanwhile, we provided an AR game for visitors to immerse in the world of illusory adventure. Third, we officially renamed the building to the Monument Valley in Reality to make it a life-long “billboard.” Meanwhile, celebrities were invited to share their adventures there via live streaming. The “Monument Valley in Reality” caused a social media sensation, attracting many young people to imitate.

1. Five million people have played the AR games and 50 million have seen “the Monument Valley in Reality” via live streaming. 2. Reached 20 million downloads of the game. 3. As La Muralla Roja became a buzz, it brought more potential players to the game 4. We not only created a lifelong billboard ad for the game, but also promoted local tourism. 5. Through the campaign, more people could recognize La Muralla Roja as the Monument Valley in reality; many have entered the illusory adventure in impossible architecture.

With great originality, we transformed La Muralla Roja, a residential building in Spain, into an eye-catching and interactive “billboard.” Furthermore, we made it a life-long billboard by using various media and technologies including advanced AR technology, live streaming and AR games. They enabled offline visitors to associate the construction with the game scene by scanning the wall, while online players can start a virtual journey with their fingertips. Massive sharing of the AR games and photos over social media has made La Muralla Roja a real-life version of the game.

Insights, Strategy and the Idea

Based on consumer insight and through social media promotion, we intended to make the "billboard" a cyberstar. We established a strong association between La Muralla Roja and Monument Valley via AR games, live streaming and local government's press conference. This building would become the game's permanent billboard ad.


Name Company Position
Jie Yun Tencent Senior Brand Manager
Beibei Zhang Tencent Brand Manager
Yuying Zhou Tencent Brand Manager
Shu Yao Tencent Senior Designer
Wei Gao Tencent Senior Designer
Zhihai Xia Tencent Senior Designer
Kai Mao Tencent Senior Designer
Xixi Qiu Chocky Planning
Jiacheng Lin Chocky Planning
Jingyi Pang Chocky Planning
Yuxi Ouyang Chocky Planning