MONUMENT VALLEY IN REALITY

TitleMONUMENT VALLEY IN REALITY
BrandTENCENT
Product / ServiceMONUMENT VALLEY 2
CategoryD02. Ambient Outdoor
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA

Credits

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

Brief Explanation

As the branding team, we strived to highlight the fascinating architecture in the game through outdoor advertising. Thus we came up with a solution to make an eye-catching, interactive and lifelong billboard — the "Monument Valley in Reality." 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. We provided an AR game for visitors to immerse in the 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.