MOONMENTS

TitleMOONMENTS
BrandWECHAT / THE GREAT WALL
Product / ServiceWECHAT
CategoryA04. Digital Image Design
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA
PR TENCENT Shenzhen, CHINA
Production STINK STUDIOS Shanghai, CHINA
Post Production MASSIVE MUSIC Tokyo, JAPAN

Credits

Name Company Position
Vincent Li Tencent General Manager
Akae Wang Tencent Executive Creative Director
Zita Zou Tencent Copywriter
Ivy Huang Tencent Art Director
Ken Lin Tencent Art Director
Dong Xie Tencent Art Director
Sonja Xu Tencent Assistant Art Director
Ahjan Huang Tencent Agency Producer
Yuan Hong Tencent Project Director
Yao Ma Tencent Project Director
Tao Yu Tencent Project Manager
Katherine Lee Stink Studios Executive Producer
Roy Zhang Stink Studios Digital Producer
Nando Correa Freelance Creative Director
Addie Hao Stink Studios Creative Designer
Helen Hsu Freelance 3D Artist
Chen Tzu Wang Freelance 3D Modeler
Ethan Chiu Freelance Front End Developer
Tamon Fujimi Massive Music Music Composing

Describe the creative idea

The idea was simple – to bring users to the Great Wall to enjoy the moon in the mid-autumn festival. Called “Moonments” -- the moon (mid-autumn festival) + moments (WeChat Moments), WeChat allows users to lift up their phones to find and focus on the moon in the sky, activating the journey. They are dived into one of the 10 parts of the Great Wall and navigate a range of layouts of the moon behind the wall. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message, create their own posters and publish on WeChat Moments.

Describe the execution

We created an intuitive and immersive design by building up 3D model of both the moon and the 10 Great Wall Passes. The transportation design - from users’ real location to the moon and then dive into the Great Wall - changed users’ POV and gave a fresh feeling. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message about the moon, creating their own posters and publishing on Moments. Since users in China are used to fast, direct and fancy visual effects – it requires multiple steps to build up and to immerse the user with more efforts. Also, to secure the smooth experience for both IOS and Android users, we have to strike the balance between the design details and its file size. It took 3 months from creative development to final execution. Within 12 hours, over 20 million WeChat users gathered on the Great Wall from across the world. And the sharing on WeChat created a boost on our social spreading. Moreover, around 1,800,000 participants became a protector of the Great Wall through the experience, contributing to the Great Wall renovation program. This festive event well reflected WeChat’s proposition – connecting every one of the world.

Links

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