GOING FROM A GREETINGS CARD TO A GAME IN 2 WEEKS
Chinese New Year is always a great time for creativity, but it's also a tough time to stand out from the crowd. Every agency in Asia flexes their muscles to produce a great campaign for client's, and great activations for themselves with their CNY greetings.
How could we produce a stand-out CNY greeting for the Year of the Rat, that engages our client's and showcases the best of what we can do? And all in only 3 weeks and a tiny team?
We gamified it.
Gameplay
The whole game, from the cute 3D animations of the characters, to the coding of all the game mechanics and interface, was done in 3 weeks time. For both iOS and Android, and with a universal leaderboard.
An example of the random character animations a player sees when they win or loose.
Game brand identity was inspired from the old Chinese ink stamps.
Game UI sample
Published across different media platforms, and highlighted by Campaign Magazine as a great example of an original "best wishes" from an agency.
With over 20K gamers, across 4 continents.
Behind the scenes at the character creation and animation
CREDITS
Digital Creative Director: Joao Seabra
Design Director: Gianluca Crudele
3D Animation/Modeling: Joao Seabra
2D Designers: Louisa Luk, Emily Kwok
Developer: Wisageni
Marketing Director: Nav Kumari