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”. #PlayingCantBeBad
Does
online gaming cause antisocial behaviour? Or do others cause the gamer to seek escape
from real life by playing games?
The campaign uses ironic humor to examine human relationships.
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.
The
campaign was launched in the main cinemas in China on 22 April 2015.
View the
films here;
Little Girl: https://youtu.be/8mmEmhGZpnE
Mother: http://youtu.be/BGp529m97_Y
Employee: https://youtu.be/yh73kzm9RMY
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