In explaining the creative idea behind the game, Party points out that these days communications are established so quickly and easily - thanks to technologies such as mobile phones, e-mail and social media. The agency then thought it would be interesting to extend this moment of communication and create an entertaining game about the journey of delivering a message.
Thus, the 'Bell music video game' was born, wherein users' messages are transformed into an animal which users can control and travel through a landscape, dodging various obstacles, and lead it safely to the goal, all synchronised to the song 'Bell' of androp.
The length of the message generates different animals and whenever you hit an enemy, the message gets broken one letter at a time. Users can share this broken message with friends along with a replay of the game play as well as the actual message they wanted to send.
