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.

Execution

First we transformed La Muralla Roja, a residential building 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 illusory adventure. Then, 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. Those campaigns 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.