JWT Shanghai brings 'Fantasy Westward Journey' to life

Brands start to work when consumers, facing so many similar gaming products, end up choosing games that have a clear product proposition, an attractive creative campaign, and/or a celebrity spokesperson that they like.

JWT Shanghai recently launched a TV campaign for Chinese Internet portal Netease's Fantasy Westward Journey, arguably the most popular online game in China. The game was debuted in high-profile broadcast and cable outlets across China in early July.

Produced by animation studio Nathan Love, creative production house Lunar Films and design studio Hopr, the two broadcast/web spots feature pop star Jay Chou.

The first spot brings Fantasy Westward Journey to life in the real-world, featuring Chou, sitting on the steps of the Shanghai Everbright Convention and Exhibition Center, playing the game on his laptop computer as others pass by. Soon, Chou and the strangers around him transform into videogame characters and battle each other on the streets.

A second 'Promo' spot features the videogame version of Chou performing some of his famous dance moves.

Credits:

Agency JWT Shanghai
Product Name Fantasy Westward Journey
Client Netease (163.com)
Break Date July 2010
Project Name Brand re-launch
Chief Creative Officer Yang Yeo
Creative Director Fei Wei
Art Director Kevin Huang
Copywriter Simen Lv
Planner Haidong Guan
Producer Jane Zhang/ If Luo
Account Executives Yong Yuan, Sarah Shen, Julia Bian, Rachel Liu
Director Willis Wong
Production Company Luna Films
3D Post-Production Nathan Love