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.
![](https://cdn.myportfolio.com/d46d83e9ce40bebad91ccd087ba0ce68/ff817527-4753-44ea-b646-4b642e68b3ee_rw_3840.jpg?h=95cf1ee2569dca61662b34b392fb950a)
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.
![](https://cdn.myportfolio.com/d46d83e9ce40bebad91ccd087ba0ce68/396bf655-380f-40f9-858f-726a230a75bb_rw_1920.jpg?h=84ea8ecbbb4fbbe6ecddf320ed91e9a9)
Game brand identity was inspired from the old Chinese ink stamps.
![](https://cdn.myportfolio.com/d46d83e9ce40bebad91ccd087ba0ce68/1e4024d7-fd4c-4cd2-9374-e640da5f82f3_rw_1920.jpg?h=b49384c6405b0cd57a578603633d89cd)
Game UI sample
![](https://cdn.myportfolio.com/d46d83e9ce40bebad91ccd087ba0ce68/adb1c5d8-08bc-4141-935f-d6cf46790738_rw_1920.png?h=0027bc371e761a9058381fcdd5257964)
Published across different media platforms, and highlighted by Campaign Magazine as a great example of an original "best wishes" from an agency.
![](https://cdn.myportfolio.com/d46d83e9ce40bebad91ccd087ba0ce68/a8df8aa4-ec02-4a90-ad31-a0b780618204_rw_1920.png?h=37d49ee61ace1a73c7464c6ef94c52c9)
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