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This Chinese Campaign Defends Online Gamers In the Best of Ways

Saatchi & Saatchi Worldwide, 2 years, 5 months ago

Del Campo Saatchi and Saatchi Greater China collaborate to launch spots for game developer Changyou

This Chinese Campaign Defends Online Gamers In the Best of Ways

A witty campaign featuring three films hinting at the hidden feelings of Gamers for leading Chinese online game developer Changyou, has been launched in conjunction with the release of three new online games; TLBB 3D, Dush Fire and Warframe.

Developed by Del Campo Saatchi & Saatchi and Saatchi & Saatchi Greater China, the campaign contrasts some unhappy realities faced by gamers in the real world with carefree adventures they experience when gaming online.  The three films were developed around the campaign’s idea that “Playing can’t be bad”.

In the film titled “Employee”, a staff member resorts to playing games on his mobile device at work because he feels disrespected by his boss. In “Little Girl”, a miserable father sticks to playing his online games instead of interacting with his daughter, after she continually puts makeup on him and dresses him up in ballet dresses.  The third film of the series - “Mother” - features a mother of a young boy infatuated with the gaming universe, who wonders why her son is unable to get a girlfriend. The narrator questions if that is because the mother is not willing to let go of her son.

All three films include subtle insertions of the three new games launched by Changyou.


Advertiser: Changyou

Creative Agency

Account Director: Ana Bogni / Michael Lee / Irene Shum /Rebecca Liu

Chief Creative Officer: Maxi Itzkoff / Mariano Serkin / Carol Lam / Fan Ng

Creative Agency: Del Campo Saatchi & Saatchi / Saatchi & Saatchi Greater China

Creatives: Carlos Lanús / Diego Gueler / The Perlorian Brothers

Executive Creative Director: Ariel Serkin / Juan Pablo Lufrano /Rafael Santamarina

Producer: Adrian Aspani / Felipe Calviño / Ran Yin

Music and Sound

Music Production: Circle of Sound

Sound Design: La Casa Post


Editor: Alejo Hoijman

Post Production / VFX

Post Production House: Pickle House

Production Company

Director: Nico Perez Veiga

DOP: Charly Ritter

Executive Producer: Caro Cordini

Producer: Victoria Piantini

Production Company: PRIMO

Category: Gaming , Sports and leisure

Genre: Comedy